Journey Strategic Wealth engaged in a comprehensive brand refresh to modernize its visual identity and strengthen its presence for both advisors and clients. The goal was to create a system that clearly supported two core audiences:
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Advisors — enabling scalable B2B outreach and recruitment, and
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Clients — fostering trust, clarity, and engagement in the B2C experience.
To support this, we refreshed the logo and color palette, updated brand guidelines, and built two purpose-driven websites — one for advisors and one for clients — that function cohesively under the Journey brand.
Project Overview
This rebrand was undertaken to modernize Journey Strategic Wealth’s identity and create a clearer structure for engaging two distinct audiences: advisors and clients. The project focused on refining the brand’s visual system, improving clarity across communications, and building scalable digital and marketing tools that could support growth over time.
Key areas of focus
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Refreshing the brand’s visual identity
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Establishing consistent standards for brand application
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Developing purpose-built digital experiences for both B2B and B2C audiences
Role & Oversight
I oversaw the rebrand initiative from strategy through launch, working closely with an external marketing team throughout the process. This included leading weekly collaboration sessions, reviewing and refining work between milestones, and guiding the evolution of the brand across identity, digital, and collateral applications.
I presented final concepts and deliverables to stakeholders ahead of launch, ensuring alignment with business objectives and maintaining a cohesive vision across all components of the rebrand.
Digital Presence
Website UX & UI
The website redesign focused on creating clear, purpose-built digital experiences for Journey’s two primary audiences. The client-facing site was prioritized to improve clarity, trust, and navigation for prospective and existing clients, presenting the brand in a more refined and confident way.
A complementary advisor-facing site supports outreach, recruitment, and onboarding for advisory teams joining the RIA. Together, the two sites function as a connected ecosystem, allowing Journey to communicate distinctly with each audience while maintaining a unified brand presence.
The website overhaul supported Journey’s transition from an early-stage brand to a more established, scalable organization. The refreshed UX and UI introduced clearer structure, hierarchy, and alignment with the updated visual identity.
The client-facing site was built with a repeatable framework that allows advisor teams to be added efficiently, creating a streamlined process for showcasing individuals under the unified Journey brand.
The site was recognized with the Riskalyze Website of the Year Award (2023).
Digital Collateral
The refreshed brand system was extended into a suite of digital collateral designed to support communication at key moments throughout the advisor and client journey. This included redesigned onboarding decks, presentation templates, social media assets, and one-page materials aligned with the updated identity.
These pieces were created to work in tandem with the website experience, providing advisors with clear, consistent tools to engage clients across platforms while supporting onboarding and ongoing communication.
Brand Materials
The rebrand was further reinforced through physical branded materials developed for client and employee use. I oversaw the design, sourcing, and assembly of these items, creating cohesive packages, seamlessly distributed to key stateke holders.
These materials supported onboarding, internal engagement, and external brand presence, ensuring the updated visual system carried through every aspect of the Journey experience.
Outcome
The rebrand positioned Journey Strategic Wealth with a clearer, more confident presence designed to support growth across both advisor and client audiences. The updated visual system, digital experience, and supporting materials created a cohesive foundation that elevated the brand beyond its early-stage identity and into a more established, scalable organization.
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Established a cohesive, scalable brand system
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Strengthened advisor visibility and client engagement
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Simplified ongoing brand use across teams and materials
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Recognized with the Riskalyze Website of the Year Award (2023)