Client: Nucleus
Product: Wealth Management
Deliverables: Brand Strategy + Identity design
Role: Creative Director
High Tower Advisors (Now Nucleus) came to us to rethink how they engage with their current clients. Led by CEO Jordan Waxman - High Tower had gained a reputation of providing wealth management that is deeply personal in nature. It was clear that there where a thousand firms that did what Nucleus did, but none that did it HOW Nucleus did it.
This was not a business that needed to scale, but rather tighten and maintain the bond they had to the 100-something clients they acquired over the years. The personal relationships they built with these clients therefore became a strong differentiator, that we felt we must express visually and verbally at every touchpoint. We needed to get eye-level, up-and-close - and create a design system that felt familiar and inclusive.
We created an identity that can be personalized, but didn’t require Nucleus to create dozens of assets. By grouping and combining, inserting moments for a personal note, and alluding to human touch, we’ve made everything feel personal. Anyone was able to take the elements of the system, contribute to them, and combine them to create connections. As such, it became a living breathing system where all employees felt ownership and empowerment. With everything from considered ledgers - where clients could save their quarterly reports over the years, to a collateral system that allowed for handwritten notes, to illustrations that acted as energizers and conversation soothers - Nucleus could step into the world confidently, truly embodying what it meant o be Personally Invested.
