After a prior brand refresh failed to resonate with employees and advisors, LPL Financial turned to Monigle for a solution that would stick—one rooted in clarity, alignment, and long-term impact. What started as a visual update quickly became a deeper strategic challenge: how do you tell a compelling brand story when even internal teams struggle to explain the full breadth of your offerings?
Working alongside the strategy team, I helped reframe and reorganize LPL’s 240+ products and services into a clear, intuitive brand architecture. Anchored in the idea “We power a culture of advice”, the new brand strategy set the stage for everything that followed.
I led the creative team in building a sophisticated, scalable visual identity designed to inspire—and empower—LPL’s people to bring the brand to life. From elevated typography and color to flexible tools and collateral templates, we created a system built not just for consistency, but for action.
By grounding the work in cross-functional input and learning from past missteps, we delivered a brand that feels owned from within—and ready for growth ahead.