Branding & Style Guide

Digital DNA


It used to be, “when E.F. Hutton speaks, people listen.” However, after a high profile fraud scandal and multiple mergers, the name E.F. Hutton disappeared and people stopped listening. The challenge was to revive the dead brand name with a new visual identity and brand position.


Through the collection of “big data” and one-on-one service, the new Hutton can create your digital DNA and use it to provide you with expert advice about anything and everything you need to succeed. The name was shortened to Hutton in order to put customers on a first name basis with the brand. A new identity, visual system and positioning, including suggestions for product and service offerings, were created based on the concept of personal digital information as a new form of DNA.



Integrated Communications


Hunter Wimmer


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Akkurat Pro