BNY Mellon

Forward-looking financial branding for the world’s largest custodial bank.

  • 30% more newsletter readers 
  • 3x more organic engagements 
  • 680+ white paper downloads

BNY Mellon is the world’s largest custodial bank with the mission of ‘Improving Lives Through Investing”. They are the only U.S. diversified financial company included in the Dow Jones Sustainability World Index for three consecutive years.

The Markets division of BNY Mellon reached out to 8PTS to help provide a refresh of their visual branding and address where the current visuals felt heavy-handed and, like most financial brands, relied on empty stock imagery.

The clients and the team barely recognized the old BNY Mellon.

Executive, BNY Mellon Markets

The 8PTS team established a more elegant and vibrant use of brand typography and created a clear grid-based and typographic hierarchy system for more meaningful and strategic visuals. We introduced thoughtful collage and abstractions that instill customer delight and convey the true refinement and innovative ideas behind BNY Mellon’s services. In addition, their financial data was often presented as dry and uninspiring. Combining clever visual metaphors and our team’s deeper understanding of underlying financial concepts and transactions, we helped BNY Mellon Markets generate data visualizations that increase both engagement and understanding. Our inventive creative work for the Markets division has repositioned BNY Mellon as a confident, sophisticated and forward-looking leader in the industry.