Novio Partners with Personal Capital for National Rebranding Campaign

Share Article

With their unique business model, Novio is able to not only quickly reimagine the brand from top to bottom, but also provide support by serving as the client’s own “creative consigliere.

News Image
The chance to advise on how an organization expresses its brand in everything from advertising and architecture to collateral is what we live for.

Novio, Inc., a creative consultancy that works directly with the CEOs, founders, and CMOs to help transform their business through brand design and storytelling, just announced the launch of a top-to-bottom rebranding for Personal Capital, an industry-leading digital wealth management company with more than $11 billion in assets under management and more than two million users of their free personal finance tools.

“We were excited to work with a brand that not only helped define their space, but still has so much room to grow,” said Leigh Pyle, Managing Partner at Novio. “And the chance to advise on how an organization expresses its brand in everything from advertising and architecture to collateral is what we live for.”

The brand storytelling reflects Personal Capital’s focus on honest, transparent advice and direct, clear language. The updated design pays tribute to the company’s financial industry roots, but does so in a way that feels more human, modern, and, of course, personal.

Novio was brought in by the CMO and Creative Director to work directly with the Marketing team. The Novio and Personal Capital teams collaborated closely to concept and refine the look, tone, and feel of the new brand over a two-month period. After the initial engagement, Novio continued advising the Personal Capital creative team as they executed the rebrand and launch campaign.

“We end up serving as ongoing advisors or confidants to many of our clients,” said Paul Curtin, Creative Director at Novio. “This model enables us to extend our existing relationships beyond the initial ask, and provide ongoing value at a very high level. It’s one of the things that makes how Novio works with CMOs unique. And by being flexible and open in our relationships, we often get to work on projects that larger agencies miss out on.”

What enables Novio to fulfill the role of creative consigliere (the word “consigliere” was popularized by the film The Godfather and refers to the close, trusted confidant who is charged with challenging and pushing the boss’s way of thinking) is the consultancy’s virtual model, which enables the company to run lean when clients just need the services of the partners, and then quickly staff up from a living-list of top creative, production, and strategic veterans from across the country—most of whom have worked with the Novio team for a decade or two.

Novio was founded by Creative Directors Jay Rendon and Paul Curtin (both Eleven and Goodby veterans). The firm has partnered with a variety of clients, large and small, across a variety of industries, including UCSF, XOJet, Silicon Valley Bank, High Fidelity, and Ventana Big Sur. Novio provides creative and strategic services on everything from global branding initiatives and unique digital experiences to traditional advertising campaigns and thought-provoking content.

For more information on Novio, please visit or contact

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Leigh Pyle
Novio, Inc.
+1 (650) 839-3538
Email >
Visit website