iShares Personal Investor Marketing V I System

iShares is the world's largest provider of ETFs (exchange traded funds). However, the nonprofessional personal investor is not familiar with both the brand nor what an ETF is. iShares wanted to change that through a B2C campaign to introduce the personal investor to iShares, and educate them on what ETFs are, and how investing with them can benefit their financial life. I was appointed to develop both an OOH campaign along with refreshed branding that would be both engaging and educational to the personal investor. The challenge was to create a marketing message that would encourage the personal investor to feel more comfortable and confident about investing for their future incorporating iShares ETFs. I presented several directions incorporating the existing branded iShares "i" symbol. The selected concept stood out from competitor brands with a look that is modern, fun, welcoming, and relatable. This exercise helped inspire and drive a bigger initiative to rebrand both the iShares and BlackRock visual identities.

Sample pages from Brand Guidelines.

Developed a system of icons for the rebrand which included suggestions for how to color elements within the icons themselves.

Developed a series of icons based off the original iShares green "i" icon. The patterns within the "i" symbols represent the various sectors and markets that make up iShares ETFs. The brand is consumer friendly, with the colorful i's shown in all communications. iShares and investing are synonymous with all positive words.