Western Asset Brand Update

2021-2025

I was initially brought on to help Western Asset implement a developing rebrand. In the conservative financial sector, the challenge was to modernize the brand gradually, maintaining its established trust and stability.

My role focused on adapting the new visual system for daily use and integrating it across client-facing materials. I also identified cost-saving measures, such as alternatives to enterprise font licenses, ensuring the rebrand was both effective and economical.

Each update was deliberately evolutionary, allowing the brand to remain grounded and trustworthy while quietly moving toward a more contemporary future.

Brand + Identity, Concept + Strategy, Content-Creation, Art Direction, Design, Digital + Interactive, Motion + Video

Client: Western Asset Management

The refreshed color palette captures the essence of California business casual, blending collegial warmth with the integrity and professionalism of the finance industry.

Western Asset’s core colors of blue, navy and gray are timeless. They represent the stability of our investment philosophy and client focused approach, as well as the trust at the heart of financial services.

Complementing these traditional hues are lively secondary colors inspired by California’s dynamic history and culture. These accents, infused with vitality and innovation, suggest opportunity, exploration and growth, and reflect our forward-thinking approach and commitment to excellence.

By combining these elements, we aim to create a unique brand identity that resonates with our California roots and embodies the dedication and expertise we bring to every aspect of our work.