Client Work

Avantis Investors Branding

Services: Brand strategy, creative direction, visual identity, collateral, web design and development
Collaborators: Dave Zamba (Executive Creative Director), Nicole Schuerman (Senior Designer), Mike Maiello (Writer), Diego Presno (Developer)

American Century Investments (ACI), a well-established asset manager with a 61-year history and $170 billion in assets under management (AUM), sought assistance in introducing a highly disruptive investment capability to the market. The goal was to create a brand for their new range of mutual funds and ETFs, aiming to capture additional market share and complement ACI's already robust position as an active investment manager.

Despite being owned by ACI, the new group operated with a high degree of autonomy under the guidance of a team comprised of widely respected industry veterans. As a vital member of Prosek's creative team, I contributed to the development of a new name, brand narrative, and a comprehensive brand strategy and visual identity. Additionally, I played a key role in crafting a go-to-market plan to successfully launch the new brand.

The strategic approach encompassed a wide array of brand-building initiatives and materials, including a robust website, aimed at introducing the suite of products. The objective was to generate awareness among financial professionals and institutional investors, highlighting the unique offerings of the new brand within the competitive landscape.

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