Benjamin F. Edwards
A thoughtful brand evolution designed to bring clarity, confidence, and cohesion to a modern wealth management firm.
The work refined and extended an established identity through flexible systems that balance legacy, credibility, and contemporary design while supporting trust and long-term relationships.
The Approach
The creative direction focused on clarity, consistency, and scalability, ensuring the brand could be applied with confidence across digital, social, and presentation environments.
Audited existing brand assets and guidelines to understand what was working and what wasn’t
Identified gaps in usability, consistency, and real-world application
Designed flexible systems that balanced elevated design with day-to-day practicality
My Role
As a freelance designer with the F2 Strategy team, I supported the evolution of the Benjamin F. Edwards brand by designing adaptable tools and documentation that empowered internal teams to confidently maintain brand consistency across touch points.
Brand identity evolution and guideline refinement
Social media template system design in Figma
Brand transition guide to support rollout and adoption
PowerPoint presentation template design for internal and external use
