Client Work
Winslow Web and Branding
Services: Brand strategy, ESG strategy, creative direction, web design and development and video production
Collaborators: Neil Goklani (CMO), Nicole Schuerman (Senior Designer), Mike Maiello (Writer), Lori O’Brien (Developer)
Winslow Capital stands as a distinguished growth equity investment firm deeply rooted in fundamental, long-term investing. As a subsidiary of Nuveen, a global investment manager overseeing $1.2 trillion in assets under management (AUM) and wholly owned by financial planning firm TIAA, Winslow embarked on a rebranding journey following its recent affiliation with Nuveen. Both Nuveen and TIAA, existing clients of Prosek, recommended our services to Winslow.
While the directive from Nuveen was to align Winslow's visual identity more closely with theirs, we proposed a strategy to honor Winslow's legacy. This involved reimagining the dots that composed the "W" in their former logo, repurposing them as a key design element on the website and other materials we crafted. Additionally, we successfully advocated for the removal of the word "Capital" from their logo. This not only fulfilled Nuveen's objective of establishing a stronger connection to their brand through a concise name but also elevated the prominence of the "Winslow" name, preserving the hard-earned equity of the Winslow brand in the process.
In our quest to preserve Winslow's legacy, as previously explained, we leveraged the dots from the old logo to create the "activation graphic" (dotted rings), which ultimately resulted in the strategic decision to hone in on "Winslow" and therefore also harness the brand's built equity
Proposed covers for the 2020 Winslow U.S. Large Cap Growth ESG Strategy report — these represent the transition occurring between our initial exploration via the "activation graphic" and the new strategy, as illustrated below
Winslow website showcasing the new brand strategy and revised visual identity