A.G.Edwards Project: B2B Corporate Staging
Industry: Financial (Wealth Management)
Audience: Internal Staff, Franchise Leadership and Management, Educated Retirees, Executives, Career Professionals, Heads-of-Household

After 116 years without a significant positioning strategy, A.G. Edwards faced growing pressure to remain relevant in an increasingly competitive, client-centered financial landscape. The firm partnered with us to create a comprehensive brand transformation that honored its legacy while building a modern platform designed for future growth and differentiation. Context • Competitive Brand Audit (legacy-to-market repositioning)
• Brand Positioning Strategy (116-year equity to client-focused future)
• Identity System Development (modern visual foundation rooted in heritage)
• Logo Development (modernization of legacy mark)
• Voice & Tone Framework (human, trust-led communication system)
• Brand Activation System (cross-touchpoint deployment)s) Criteria

Our competitive audit revealed an opportunity to lead with a human approach—supported by a commission-free model that puts client needs first. Competitive Audit Positioning Strategy

We rebuilt A.G. Edwards from the ground up, using research to shift the narrative from heritage to human connection and define a brand rooted in knowledge, freedom, and trust. Identity Development Our identity work began by exploring symbols that captured A.G. Edwards’ defining traits: freedom and knowledge. Logo Design Through sketches and digital studies, knowledge and freedom evolved into two forms—a wing representing consultants’ entrepreneurial spirit, and a flame representing the firm’s dedication to knowledge and integrity. We then combined these elements into the Wing-and-Flame mark, ensuring they were visually and conceptually inseparable. The Wing-and-Flame embodies the inseparable qualities defining A.G. Edwards. The wing symbolizes entrepreneurial freedom and independent client service; the flame represents knowledge, integrity, and continuous professional growth. Together, they express a unified purpose: freedom guided by expertise, always in service of clients and shared success. As the finishing step for the primary mark, the titling font was chosen for its refined, elegant appearance, with stroke weights that closely align with the Wing-and-Flame, creating a cohesive and balanced unit.

We developed A.G. Edwards' graphic foundation, including color, typography, gradients, and a custom fingerprint symbol representing trusted client relationships. Subsidiaries Graphic Foundation Lockups

In an industry defined by cold, transactional messaging, writer Tom Camp brings conversational wit that felt refreshingly human. His voice speaks to people like people—clear, approachable, and grounded in conversation. Copy Tone

Translated values, mission, and culture into a unified voice, visual foundation, and framework for consistent brand expression. Brand
Applications Brand Book Tower Signage & Campus Wayfinding Designed a campus-wide signage system improving navigation, reinforcing brand presence, and creating a cohesive headquarters experience. Commissioned Corporate Sculputure by Gloria Tew Selected for her nationally recognized expertise in large-scale fabricated metal sculpture, Gloria Tew transformed the brand’s values into a distinctive and enduring corporate landmark.

By expressing AGE’s commission-free independence through tone rather than declaration, the rebrand built trust, human connection, and modern relevance without sacrificing prestige.

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