Yieldstreet, a leading private markets investing platform, has unveiled a new name—Willow Wealth—and launched a creative campaign with MullenLowe U.S. and IPG Mediabrands to mark the company’s strategic evolution from yield-focused debt offerings to a broader suite of investment solutions for modern investors.

The campaign, titled ‘Those Who Know,’ introduces Hampton Dumpty—a worldly brand character with a giant egg for a head who represents the volatility and stability of the public and private market relationship.

“Hampton has come a long way from his reckless ‘Humpty’ days,” said Tim Vaccarino, executive creative director, MullenLowe U.S. “Since then, he’s learned a thing or two about crashes and falls. With Willow Wealth, he’s become a sophisticated investor who understands that diversification isn’t just a strategy—it’s a mindset. With a bit of humour and swagger, we wanted him to feel like your savvy friend letting you in on the secret to levelling up your game.”

The campaign unfolds in rarefied spaces that symbolise success — from elegant parties and serene retreats to coastal drives in luxury sports cars — positioning Willow Wealth’s private markets investments as a path to similar access and opportunity.

“This work is meant to be aspirational, allowing our consumers to connect with a character who has lived and learned,” said Mitchell Caplan, chief executive officer, Willow Wealth. “Hampton wasn’t born into opulence, he built his wealth by diversifying his portfolio with the innovative and curated investment opportunities offered on our platform.”

Along with a new name and logo—inspired by the deep-rooted strength and adaptive resilience of a willow tree—MullenLowe Design Studio is developing a full-scale identity system to launch soon.

Willow Wealth’s media buying agency of record, IPG Mediabrands, is responsible for planning the paid media to launch the campaign, which will roll out across TV, streaming, digital, and social over the next year, targeting investors seeking more dynamic wealth-building strategies.