Pershing X was a new business within BNY Mellon, focused on bringing fresh technology and innovation to the financial space. I was responsible for developing the initial branding toolkit that would set the tone for the launch. The goal was to create a look that felt modern and forward-thinking, while still fitting comfortably within the broader BNY Mellon identity. The final system is clean, crisp, and positioned Pershing X as a contemporary extension of one of the nation’s oldest financial institutions.