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TCW

TCW

Brand Identity

TCW spent fifty years quietly earning it's reputation. With this rebrand, we gave the firm a new voice as confident as it's track record and as measured as it's approach.

TCW spent fifty years quietly earning it's reputation. With this rebrand, we gave the firm a new voice as confident as it's track record and as measured as it's approach.

Different by design

Amidst a sea of brands playing it safe we carved out a differentiated positioning built upon the foundation of curation. Looking beyond consensus picks to deliver a more measured approach.

See Active Differently

See Active Differently

We launched with a platform that brought our new found ethos to life. Doubling down on the narrower, more intentional approach being of higher value than the broad, safe one.

We launched with a platform that brought our new found ethos to life. Doubling down on the narrower, more intentional approach being of higher value than the broad, safe one.

A measured design approach

Financial brands play it safe out of fear of looking reactionary. TCW is the first in the category to bet on confidence instead, dressed to look like the smartest firm in the room rather than the most cautious.

tcw.com

Deeper than hex codes

We built a color system out of dynamic radial gradients, so the palette always feels varied wherever it lives yet always undeniably TCW.

Tasteful at every touchpoint

Finance swag is a fleece vest with a logo stitched on. The intentionality of our brand shows up meaningfully everywhere it lands. Right down to a water bottle you’d actually want to carry to work everyday.

Not a wind turbine in sight

We broke from the classic financial tropes and took a more tasteful approach to the metaphors in our photography such as focus and perspective.

Creative Director

New York, NY

Copyright 2026

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