Operating at extraordinary scale, BNY’s business grew—as did its complexity—with hundreds of offerings and no single voice. The challenge became connectivity.
With the BNY arrow as the design system DNA, we created a logic that drove the experience, translating performance data into striking visuals. We then developed a visual scale, hierarchy, and graphic language working in motion and statically across touchpoints. This created a dynamic identity across platforms, helping BNY communicate its product story, and for employees and clients to understand how offerings connect under one BNY.
The work shifted client perception beyond custody, contributing more than 60% increase in clients buying three or more BNY services. It also improved asset‑creation efficiency by 75%, reducing reliance on third‑party production agencies and enabling faster self‑service—as well as supported 16% growth in influenced revenue from key client platforms.
It also helped employees clearly visualize and understand BNY’s new internal operating model across platforms and has sparked new opportunities to bring key product differentiators to life across new use cases.
There are also two design patents pending for the work: Image Design, 2025‑US1 / US2‑188 (Design).
“The new creative and design system transformed how we tell our story—bringing clarity, coherence, and momentum across the entire organization. It didn’t just elevate our brand; it aligned our people, accelerated our work, and unlocked a new level of confidence in BNY’s platform future.” Richard George, Platforms Marketing.
