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.