That Wall Street Guy
KEYWORDS:
MODERN | VIBRANT | TYPOGRAPHICAL
FIELD:
BRAND IDENTITY | SOCIAL MEDIA | WEB DESIGN | EVENT PLANNING
INDUSTRY:
FINANCE
With over 25 years on Wall St, Paul Atherton came to MILCO to inject his brand with an energy and vibe that matched his own, acknowledging his history and qualification of being a Wall Street Managing Director while showing how TWSG does wealth differently. With an overhaul of typography and colour, and modernising his design style, the That Wall Street Guy brand now matches Paul and his mission to help the everyday Australian to get their money making money.
PROJECT GOAL
Create a brand identity that demonstrates agility, transparency, and results in a modern creative way to take TWSG national and transform the financial advisory sector.
CHALLENGE
The challenge was to create a brand identity that was professional to match the aesthetics of the finance sector, while incorporating a sense of Paul’s personality and his different way of doing finance. We also wanted this brand to be able to connect with a broad audience. Paul’s philosophy is that investing is for everyone, not just the wealthy. To create a brand identity that brings that message to life, we wanted to avoid the classic navy and gold, leaning towards vibrancy and modernity.
SOLUTION
Our design approach was focused on creating a sense of continuity for That Wall Street Guy’s current visual identity to the new, modern alternative. Not creating a completely new brand since TWSG has a great reputation amongst his audience and we didn’t want to lose that during the rebrand. We took small steps, taking the existing typographic logo and injecting energy with a bolder colour palette of greens and yellow, which leans into the Australian audience, and a typeface that combined vintage nostalgia with modern trends.
The typeface, Bodega Sans, resembles trending styles of the Art Deco era. Geometric yet ever-so-slightly rounded, this typeface connects to the Art Deco architecture of New York City and transports you from Adelaide to Central Park. Used with varying weight to emphasise the Wall Street in That Wall Street Guy, which alludes to his experience and therefore the results you can expect, this simple typographical update to the current brand identity meant the brand continues to have the same brand recognition, not being lost behind an icon.
We elected to simply create an acronym icon without any visual representation, as the inclusion of Wall Street imagery would overdo the intended humour in the name. The simple typographic icon connects to the modernity of the brand while allowing That Wall Street Guy to become TWSG and remove Paul from the spotlight as his team grows.
OUTCOME
Working with Paul, we crafted a rebrand for That Wall Street Guy that now matches Paul’s energy while remaining professional, taking the financial advice sector in a new, modern direction.
We have taken over his social media and helped organise his events, with Paul already signing over 10 new clients since his rebrand. Working with Beardbot, we helped design the look and feel of his new website to create brand consistency across all his brand platforms.
CLIENT LOVE
“Thanks”
Paul Atherton