Critical Mass Calgary, AB


BNY Mellon’s internal tech incubator, Pershing X, wanted to solve a problem faced by a majority of financial advisors: the fact is, financial tools have become a patchwork quilt of technology that advisors are spending too much time making sense of and stitching together. So, Pershing X set out to create an industry changing wealth management platform, that would allow advisors to be partners to people, not servants to technology.

Our role was to tell the story of this game-changing platform.

Our journey began with thorough market research and comprehensive competitive analysis, laying the foundation for the project. We then took on the strategic phases of naming and positioning, shaping the brand's identity. Finally, we designed the brand's visual and conceptual elements, culminating in the eagerly awaited public debut of the platform – “Wove”.


Who pooled - Wove