Bernstein Private Wealth Management. Invest with Intention.
CHALLENGE: The face of wealth is changing and so too must the financial institutions paving the way. Bernstein Private Wealth Management is an investment firm with a celebrity-filled roster of high and ultra-high net worth individuals, families, non-profit foundations and institutions. Founded in 1967, Bernstein was born in a moment of rapid cultural change and brought a disruptive approach to investing by eliminating the conflicts of interest and inequity of access so rampant in the industry at that time. Half a century later, the Covid-19 Pandemic followed by new leadership reignited a fire in the fight to push the industry forward and move the business up-market. I was brought into a new internal role as Head of Creative and Brand to support the transformation and change management.
SOLUTION: After a brand audit and listening tour I worked with the executive leadership team to refresh the brand. We evolved the brand narrative by leaning into our heritage as a firm with strong values, a holistic approach that puts people first, and a specialty in solving increasingly complex challenges. We launched the refresh with a new tagline, elevated design system and internal council dedicated to bringing our values to life. Following the establishment of a strong foundation and brand guidelines, the creative and brand team led another transformation initiative to launch an innovative, award-winning and press-worthy new service to support ultra high net worth clients.
RESULTS: The refresh kicked off with a new website www.Bernstein.com and award-winning digital Brand Hub. At launch we received a perfect accessibility score, our SEO score improved from 73 to 91 and we reached over a million people in the first 6 months. In under a year the team increased our Instagram reach by +350% and LinkedIn reactions by +82%. Our channels continue to bring in digital leads worth millions of dollars and receive steady and sustained growth with our target audiences. Now, years later, the business continues to invest in brand as a new business lever with a focus on lead generation and improved awareness.
AWARDS:
Wealth Management Best Servicing award for “Ulta-High Net Worth Platform“ - 2025 Winner
Financial Communications Society (FCS) Awards “AB Brand Hub“ - 2025 Bronze
Wealth Management Digital Marketing Campaign of the Year - 2023 Finalist
Modern Look & Award-Winning Digital Brand Hub
Redesigned Website at Bernstein.com
Elevated Client Experience & Lifestyle Brand
As part of a wider effort to elevate the client experience, our team created a Thank You video showcasing our community and events throughout the year.
Script by Brian Farkas and Tylynn McCauley
In-House Production and Visuals
Content that Connects
Women are redefining the future of wealth, setting new standards and expectations. This trend will continue to gain significance as part of the Great Wealth Transfer when trillions of dollars will be inherited by women over the next few years. Bernstein Private Wealth Management aspires to be the wealth manager of choice for female investors. As part of our community, clients are empowered with personalized thought leadership, independent research and a rapidly growing community of equally accomplished and impressive women.
One way we’re increasing brand awareness on social media is through an annual Founders in Focus campaign, giving business founders a platform to promote their passions while learning from each other’s stories. This is our most successful social series to date with 200K video views on Instagram and LinkedIn combined in 2025.
View the full project on our website HERE
First Advertising Campaign Test
Bernstein is the rare parter who doesn’t just manage your wealth. We activate it. That’s why our integrated campaign aims to provoke the ambition of people who don’t stop, don’t settle and won’t stand for average. We’re here to guide you through any question or challenge, no matter how complex.
60% year over year increase in total qualified leads
Increase in ultra-high-net-worth leads year over year
During the campaign, we saw a 20%+ CTR of branded search terms, compared to 3% benchmark
What’s next landing page had over 6,000 monthly visits, with 60% of web traffic through branded search terms
CTR for What’s Next messaging outperformed evergreen search strategy by 36%
Executed with Creative Agency Deloitte Digital
The Answer to
What’s Next
Social Media, Digital OOH, Banner Ads, Sponsored Content, Thought Leadership, and Paid Search.