Truist Wealth

Office: New York

Truist Wealth is the wealth management business of Truist Financial, the organization created from the recent merger between BB&T and SunTrust.

On the verge of their launch, Truist Wealth needed to reintroduce themselves with a new name and a renewed focus on adaptive, dynamic client relationships. They had to develop an identity that connected to core elements of the Truist brand—like the iconic purple and visionary, genuine personality—while differentiating Truist Wealth. The system also had to span across their three client segments and six client specialty groups, flexing to each while remaining consistent.

The Interbrand team found that the category norm—using photographic lifestyle imagery—was homogenous and didn’t capture the real diversity of audiences served by Truist Wealth. Interbrand instead drew inspiration from the luxury and fashion spaces, who use art to evoke an experience, by developing an identity centered on custom artwork that could resonate with clients across ages, life stages, and industries.

Artist Rik Ooestenbroek created a series of custom abstract glass sculptural forms rendered digitally. The glass look evokes the idea of seeing clearly through the complex to give a feeling of what clients can expect from Truist Wealth. The art is designed to move, giving Truist Wealth a vast collection of imagery, and pushing them far beyond the de facto shots of yachts and resorts.

The elevated, innovative approach hinges on the distinctiveness of Rik Oostenbroek’s art. Based in the Netherlands, his blend of the digital and handmade mirrors the balance of technology and personal touch at the heart of Truist.

To distinguish among Truist Wealth and its three client segments (Signature, Reserve, and GenSpring), a distinct artwork and color palette were created for each of the four. Unique objects were also designed for each specialty group. Together, it makes a connecting system that challenges the safe and static wealth management landscape through dynamic, sensorial design.