Affluent Visual Identity
Project Background
When Schwab launched a Retail Segmentation initiative to better serve High Net Worth (HNW) and Ultra High Net Worth (UHNW) investors. We partnered with them to bring a suite of products and services to market for this audience—developing a cohesive content strategy that balanced sophistication with clarity to create a premium experience worthy of their most discerning clients.
Beyond the Balance Sheet
Wealth is often portrayed as cold or sterile. We believe it's anything but—for many people, it's one of the most deeply personal aspects of their lives. That insight drove everything, starting with a brand manifesto that captured this emotional truth and laid the foundation for the visual and voice guidelines we developed for Schwab's HNW and UHNW audiences.
With the guidelines in place, we brought the strategy to life through a dedicated landing page on schwab.com—designed to speak to the deeply human motivations behind wealth consolidation. More than a product page, it offered HNW and UHNW clients a genuine point of connection: a reflection of their values, their aspirations, and the people they're building wealth for.
The visual identity and voice guidelines have since become the backbone of all HNW and UHNW marketing at Schwab—spanning the web experience, in-branch presentations, email campaigns, and beyond. And while Schwab continues to evolve, the core belief that drives it all remains constant: that behind every portfolio is a person with real goals, real relationships, and a future worth speaking to.
