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SIEBERT
REBRANDING A 60 YEAR OLD LEGACY
Rebranding a 60-year legacy born from rebellion, Siebert didn’t just need a new look — it needed a bold revival of its spirit, identity, and relevance for today’s investor." Inspired by founder Muriel Siebert, the first woman to sit on Wall Street, we set out to honour her trailblazing spirit while radically repositioning the brand.
Centered around the mission “Financial Freedom for Everyone,” we crafted a bold, digital-first identity that challenges the status quo of finance — inviting everyone in, not just the elite.
The brief: bring Siebert into the future without losing its legacy. We needed to break from outdated visuals, stand apart from corporate finance brands, and connect with younger, underserved investors.
In the spirit of Siebert’s original story of nonconformity, this brand identity proposal embraces courageous colors, asymmetric forms, and taps into the image style of america’s punk counterculture, as well as the visual language of early trading terminals of the 80s, with a future nostalgia allure.
The typographic solution incorporates smooth curves with unexpected angles, thus resonating an energetic and youthful aura. Combined with striking imagery, brush strokes and bold letters, the brand identity calls for attention and easily adapts to all mediums.
RESULTS
The rebrand successfully repositioned Siebert from a legacy brokerage to a digital-first disruptor, signalling a bold new era for the firm. The stock price surged 121% in the first quarter post-launch, rising from $1.50 to $3.34 — reflecting renewed confidence from shareholders and the market.
The brand gained strong traction among Gen Z investors, evidenced by a 60% increase in organic social reach and the growth of its Instagram community from zero to 75K+ followers within 10 months. YouTube pre-roll ads delivered a remarkable 97.89% view rate, and LinkedIn campaigns achieved a 56.32% view rate — 5.8x above platform benchmarks.
Beyond the launch, we’ve continued to support Siebert’s growth through content strategy, PR, and campaign development — helping build cultural relevance, sustain momentum, and future-proof the brand across every touchpoint. The work marked not just a rebrand, but the foundation of an ongoing transformation.