XShares Advisors

How do you express the value of new ideas? How do you symbolize things that no one has ever thought of before?

XShares Advisors is a creator of astonishingly sophisticated financial products — families of exchange traded funds based on proprietary indices such as European carbon allowances and diagnostic technology futures.

Unfortunately, the company’s communications were nowhere near as sophisticated as its products, and the XShares brand had become lost in a tangle of amateurish product logos and individual fund websites.

The solution sprang out of a dim memory from a high school math — a symbol that both expressed the idea of XShares, and laid a foundation for a new brand architecture for all of its products.

Rather than maintaining an individual site for each fund, xsharesadvisors.com is now a portal to linked micro-sites. Each site has sufficient separation to satisfy all the regulatory requirements, but now can share features such as dynamic share pricing, RSS feeds and a single source CMS.

Each new fund family has its own individual identity and promotional messaging — but always within the context of the overall corporate identity and branding architecture.