Benjamin F. Edwards
A thoughtful brand evolution bringing clarity, confidence, and cohesion to a modern wealth management firm. Refined and extended an established identity through flexible systems that balanced 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 embedded with the F2 Strategy team, I supported the evolution of the Benjamin F. Edwards brand by creating adaptable tools and documentation that empowered internal teams to maintain consistency across touchpoints.
Brand Identity Evolution
Design Guidelines & Documentation
Social Template Systems (Figma)
Presentation Template Design
