TUCKER CAPITAL
ROLE: Rebranding, Design Direction
THE BRIEF
Tucker Capital, a firm founded by Wall Street veterans with a passion for education and skill-building sectors, required a rebrand to reflect their deeply personal, mission-driven approach. For over 40 years, they’ve partnered with organisations dedicated to transforming lives through knowledge and learning. They sought a modernised brand identity that highlighted their expertise and strategic storytelling while emphasising their approachable, client-centric philosophy. The objective was to differentiate Tucker Capital from larger, often impersonal financial firms by showcasing their close, collaborative relationships and personalised attention to each client’s unique story and mission.
THE IDEA
The concept focused on combining professionalism with a human, personal touch.
Blue and green were selected as the primary brand colours to represent trust, stability, growth, and sustainability—values that are integral to Tucker Capital’s ethos. To emphasise the firm’s hands-on, collaborative approach, I incorporated hand-drawn doodles and annotations into key design elements such as icons, logos, and embellishments. These subtle, personalised touches communicated the message that Tucker Capital is not just another advisory firm—they are close allies, guiding their clients with thoughtful care and attention to detail. The design aimed to balance the firm’s financial expertise with their belief in empowering people and organisations to achieve their full potential.
THE RESULT
I delivered a cohesive, modern, and approachable identity that resonated strongly with both existing and prospective clients. The new logo and brand guidelines provided a fresh, contemporary look while maintaining the essence of Tucker Capital’s long-standing commitment to education and client empowerment.
Key deliverables, including a refined pitch deck, brochures, social media templates, and a promotional video, reinforced Tucker Capital’s emphasis on storytelling and personal connection. The rebrand positioned Tucker Capital as a trusted, forward-thinking partner that not only provides financial and strategic support but also genuinely cares about their clients' transformative impact on society.
