Transforming finance into a modern, trust-driven brand experience.

Focused on clarity and scalability, the project combined brand strategy, visual identity, and UX/UI website design into a unified digital experience, producing a strategy deck, identity system, responsive web design, and brand applications.

Quick Overview (TL;DR)

A conceptual rebrand and UX/UI website design that spanned brand strategy, visual identity, and digital experience design. Deliverables included a strategy deck, identity system, responsive web design, and brand applications.

The Challenge

Public employees — educators, first responders, and municipal workers — have unique financial needs. Yet most advisory firms serving this audience lacked clarity, relatability, and trust. Messaging was generic, visuals outdated, and digital experiences felt transactional instead of supportive.

The opportunity was to reposition the firm as a trusted guide, speaking directly to public employees with clarity and confidence.

The Approach

The rebrand took shape as a modern, human-centered system. It started with strategy — defining the brand promise, audience personas, and messaging framework — and evolved into a new visual identity with logo, palette, typography, and iconography. This foundation supported a responsive UX/UI website designed for clarity and trust, and extended into scalable applications such as social graphics, presentation templates, stationery, and email campaigns.

The Outcome

The result was a scalable brand system that honored the firm’s heritage while modernizing its presence. Guardian Legacy Advisors was positioned as a financial partner that brings clarity, confidence, and trust to public employees navigating complex financial decisions.

Back