Active ETF Campaign Launch

An integrated marketing campaign spanning print and digital channels.

The Challenge

Allspring, an independent asset management firm, was expanding its product platform to offer active ETFs in response to growing client demand. As a relatively new company, the launch needed to do more than introduce a new product line—it also needed to continue to build brand awareness, create commercial opportunities for Sales, and position ETFs as a flexible solution with multiple vehicle options to meet different client needs.

This meant creating a design that stood out against all the other competitors out there, yet still felt completely on-brand. The visual system also needed to scale across a wide range of touchpoints, including the website, sales and client materials, digital paid media, social media, and promotional print.

The Approach & Solution

I led the design concept for the ETF campaign, building on Allspring's brand positioning, “Follow the Insight.”

The creative idea centered on the concept of “insight inside.” Allspring's logo is constructed from quarter-circle forms, which are also an established element of the brand's visual identity. I reinterpreted this shape by placing a colored quarter circle within a larger quarter circle, creating a visual representation of insight contained within the broader investment platform.

To distinguish the ETF launch from existing Allspring communications, I paired the brand's core colors with the broader data palette, creating a brighter, more energetic visual system while maintaining a clear connection to the master brand.

The final creative direction was built to scale easily across digital, print, social media, marketings and sales materials, and events.