Siebert Financial

Honoring Legacy, Embracing the Future
In finance, trust is everything. When Siebert, a 50+ year legacy firm, approached us for a rebrand, we knew it was more than a visual refresh—it was about redefining their narrative while positioning them for a new generation of investors.

At the core of this transformation was Siebert’s new mission: “Financial Freedom for Everyone.” As one of the first woman-owned brokerage firms in the U.S., Siebert had a history of innovation and accessibility. Our challenge was to modernize the brand while preserving its essence.

A Bold, Rebellious Identity
We infused the brand with a bold, punk, and rock ‘n’ roll attitude—a fearless energy that challenges the status quo of Wall Street. Inspired by Siebert’s pioneering spirit, we crafted a design language that is unapologetic, confident, and forward-thinking. The refreshed logo, sleek typography, and high-contrast color palette create a sense of both power and approachability, resonating with a new wave of investors.

As the lead art director, I guided the design composition of the logo and visual identity, ensuring that every element aligned with the brand’s rebellious yet professional ethos.

A Digital-First Approach
We reimagined Siebert’s digital presence with an intuitive website, a strong social media strategy, and AI-driven content tools to engage younger investors. I also strategically planned their social media content, continuously directing their visuals and brand storytelling to maintain engagement and relevance. The brand guidelines ensured consistency, empowering Siebert’s team to maintain its refreshed identity long-term.