PowerShares was a new player in the hot area of ETF investment vehicles. Being both new and in the financial world presented an interesting conundrum: how to stand out and highlight differences in a very buttoned-down and risk-averse marketplace. PowerShares knew they were targeting the edgier, less traditional investment advisors who would be looking for something fresh and new.

After a new identity was set in place, it was time to create the flagship communications pieces that would carry their message to the masses. The result was merging a crisp, clean financial world feel with some contemporary and slightly funky design decisions to create a feeling that was very “now” while also feeling classical. This gave them a public face that merged their two opposing needs – to create an impression that is both fresh and solid.