As the top financial training firm, Wall Street Prep deserved a brand as bold as their ambitions
Corporate Identity Senior Graphic Designer | Wall Street Prep
Wall Street Prep, founded in 2004, provides practical, hands-on financial training designed to mirror the real-world skills professionals use in investment banking, private equity, corporate finance, and related fields. The company offers a wide range of programs, including self-paced online courses, intensive live bootcamps, certification programs, and one-on-one coaching with industry experts. Beyond individual learners, Wall Street Prep partners with corporations and universities to deliver customized training solutions, covering technical modeling, markets, finance and technology, and leadership development. Its courses are
structured to build job-ready skills and include certification upon completion. Wall Street Prep serves a broad audience of students and career-changers preparing for roles in finance, professionals seeking to sharpen or expand their expertise, and institutions that want to upskill their teams or enrich their academic programs with industry-relevant training.
After more than 20 years in operation, the company has made itself known and reputable in the industry, giving it an opportunity to consider a brand refresh to better reflect the company’s mission and leadership in the financial education space. This initiative is not simply cosmetic; it is about signaling a stronger, more cohesive brand presence that aligns with the company’s reputation, future ambitions, and the evolving expectations of learners in today’s digital environment.
Wall Street Prep’s brand colors have been carefully selected to convey Wall Street Prep’s mission and values and are the core brand colors. Our color palette blends professionalism with a forward-thinking edge, instilling confidence and inspiring action. The deep blue-green primary conveys trust, approachability, and calm assurance, while our signature vibrant lime energizes and motivates, reflecting the future-focused mindset of our clients. Beige and slate blue neutrals provide clarity and balance to the brand. This palette delivers a brand experience that feels both dependable and approachable. Bold, intentional color choices paired with simplicity signal confidence, clarity, and the excellence Wall Street Prep brings to financial training.
COLOR PALETTE
Balancing tradition with modernity
TYPOGRAPHY
The primary typeface is Mluvka
Mluvka combines professionalism, clarity, and adaptability in all uses. Its tall x-height and adjustable tracking ensure legibility across dense content and multiple formats, while precise, balanced letterforms reflect the company’s commitment to clarity and structure. Clean geometry conveys analytical rigor and authority, softened by approachable curves that make the brand confident yet accessible, aligning perfectly with Wall Street Prep’s role as a modern, trustworthy leader in finance education.
APPROACH
The design philosophy embraces a modern, minimal aesthetic that reflects Wall Street Prep’s forward-thinking mindset and commitment to staying ahead in a rapidly evolving industry
At Wall Street Prep, our mission is to make finance accessible, intuitive, and empowering. By combining clean simplicity with bold, intentional design, we create a brand experience that embodies confidence, clarity, and expertise—the hallmarks of excellence in financial training. Our modular, grid-based system mirrors the structured, logical nature of finance itself, breaking down complex ideas into digestible parts while ensuring every interaction is seamless, adaptable, and purpose-driven. Through thoughtful use of typography, color, and financial-inspired textures, we transform the abstract into the tangible, helping clients feel confident, informed, and prepared for their future. More than a service provider, we are a trusted partner in career and business progress, delivering modern, scalable solutions rooted in structure and analysis.
