Lebenthal
Branding and Identities, Brand Strategy, Spaces, Sites & Apps
Lebenthal, an iconic Wall Street name with a storied 90-year history made ‘municipal bonds’ an investment that was spoken about around the kitchen table.
The Challenge
When Lebenthal expanded their financial services offering to include wealth management and other investment options, their workhorse of a logo (and entire brand system) needed a rethink. We knew that the heritage and tradition of the brand — in its third generation of leadership — needed to stay intact.
Since Lebenthal is like a luxury
brand in finance, we employed
an elevated use of materials
and tactility to enhance every
client experience.
Since Lebenthal is like a luxury
brand in finance, we employed
an elevated use of materials
and tactility to enhance every
client experience.
The Solution
Our process involved a strategy
deep dive, allowing us to
uncover critical threats and
opportunities and a brand
promise that rang true to
leadership. We evolved the
plowman and horse logo,
simplified the typography and
streamlined the color system
among many other brand
attributes that had, perhaps,
never been considered.
Collateral and specialty items reinforce the Lebenthal brand and commitment that everyone is treated as family.
Our rebrand also involved an overhaul of the company website, copy tone and manner and a wide variety of media — paid and earned. We developed three advertising campaigns, produced brochures and sell sheets and introduced a consistent social media presence.
