BNY Mellon is an investments company providing investment management and investment services that help individuals and institutions invest, conduct business and transact in markets all over the world.

But the merger of The Bank of New York and Mellon back in 2007 did not drive the expected value it first thought. It also did not stretch to the Investment Management side of the business, where most of the value would come from. 

We developed a new brand strategy from top to bottom to hard wire the business strategy into the guts of the organization. The newly created brand proposition of Powering Investment Success served as the foundation for our new visual identity. Through the flexible use of color, engaging in-situ business photography and clean typography, we created a new identity that was dynamic, engaging and forward looking. 
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