Changing Wealth Managers is a big deal and doesn’t happen very often. BNY Mellon Wealth Management needed to prove we’re different to the rest and compel a behavior of reevaluation. In the world of Wealth management, many investors think that when you hire a wealth manager, they are actually managing your money but in fact that’s become increasingly rare. BNY Mellon stands out for actually managing their clients’ investments with their own experts. We set out to leverage this key differentiator but in a way that created a unique voice and approachable image.