The brief: When iShares launched, ETFs were a niche product most investors had never heard of. Barclays Global Investors needed a brand that could make iShares feel approachable to everyday investors and credible to financial advisors, across the US, Europe and Asia.
The role: I built and led the in-house design team and directed all outside agencies across advertising, brand, web and direct marketing. I helped shape iShares positioning and messaging, rebranded both BGI and iShares, and created the brand for iPath, a new product line.
The result: iShares grew from almost nothing to $490B in assets under management, and became the brand people think of when they think of ETFs.
