State Street: A new chapter for a storied financial institution - MarCom Awards

Lippincott

New York, NY
Lippincott is a global creative consultancy. With a passion for solving our client’s toughest challenges, we create, grow and transform brands to define industries and transcend categories. A pioneer since 1943, we have shaped some of the world’s most iconic brands and experiences. From Coca-Cola to Samsung and Starbucks to Delta, our work drives growth and adds meaning to customers’ lives. As the brand and innovation experts of Oliver Wyman, we integrate deep industry, risk and operational expertise to deliver end-to-end solutions. Together, we create new possibilities for our clients to thrive in the future.

About Project

State Street has been a trusted partner to investors for over two centuries. What began as a local maritime bank is today a global investing powerhouse delivering an array of offerings and innovation across the investment cycle.
Despite business evolution, the brand lagged behind. Our remit was clear: create a category-leading brand that unified State Street and communicated the breadth and distinctiveness of its offerings.
The new logo evokes the brand’s name. The central ‘street’ within the symbol represents the journey State Street designs for its clients — a steady hand that turns market change into potential and reshapes the industry.  
Inspired by both traditional and future-facing cues, the expression adopted a modern serif typeface and reenergized the firm’s legacy blue. Distinctive mezzotint images visualize subjects with a modern twist on bespoke engravings.
We helped coordinate the launch across the firm’s website, launch microsite, social media presence, launch events, presentation system, pitch narrative and more. 
The brand launched on September 18, 2023 resulting in a tremendous uplift in engagement across digital channels in the first month. Average daily web visits increased 68%. Visits on the launch microsite were 174% higher than average. Social media saw a 154% rise in organic clicks.

Credits

Lippincott  Design
Kevin Grady, Senior Partner
Jenifer Lehker, Senior Partner
James Atkins, Partner
Aurelio Saiz, Partner
Victor Rijo, Design Director
Devin Sager, Design Director
Kaito Gengo, Design Director
Charlotte Sunnen, Senior Designer
Kishen Pujara, Motion Designer
Labelle Chang, Designer

Lippincott Experience, Innovation & Engineering
Daniel Johnston, Partner

State Street
Brenda Tsai, Former Chief Marketing Officer
Patrick Gray, Global Creative Director, Head of Brand and Design
Joseph Kowan, Design Director 
Hillary Gove, Assistant Vice President, Brand and Design Program Manager
Raja Singh, Vice President, Head of Creative Services
Joshua Mason, Managing Director – Head of Digital Strategy and Delivery
Shivakumar Basavaraju, Digital Services and Publishing
Eric Garulay, Vice President, Global Head of Content Strategy