BRAND + WEB
Sometimes it pays to be BAD. Who knew you could make money on the things that are centered around the B.A.D. things in life: Betting, Alcohol, and Drugs (pharma). It’s finally okay to capitalize on being BAD.
In an era of alternative facts and “to the moon” narratives, it is challenging to know where and what to invest in as a retail investor. Over the past decade, the financial industry has been disrupted by new currencies, online stock trading, and new technology, shaping a different future than what everyone was accustomed to. Excited, passionate, and eager to disrupt the standard investor realm, The BAD Investment Company reached out to us to craft a compelling brand to connect modern consumers with modern investors.
Coming from the investment industry, the team at BAD saw an opportunity to bring the sophistication of Wall St investment strategies to Main St.: your modern investor. Starting at the core of consumers, we set out to create an authentic, fresh, and above all else, memorable brand and experience. Playing on humor, edge, and sophistication, we studied the financial market, looked at the competition, and laser-focused on the modern investor: our primary customer.
- //COLOR PALETTE
- //ART DIRECTION
The BAD logomark is powerful by design and represents strength, trust, and confidence. There are many hidden meanings in the mark including the stock market graph in the horns, the triangle in the background which represents both the 3 pillars of BAD and the pyramid on the dollar bill, which connotes strength and the ability to weather the ages.
We chose to use Monument Extended, a modern and clean typeface with a futuristic feel. The BAD brand has an edge and attitude and is highly professional yet future-forward. Our design system in the negative space of the “A” allows us to create unique icons for future ETFs and match them with a gradient representing their industries. This enables the ETFs to have a unique feel while also living seamlessly under the BAD identity.
Voice & Touchpoints
- //MISSION & VISION
- //TAGLINE & LIVING LINES
- //CORE VALUES
- //BRAND STORY
We welcome you to a not-so-typical fund management company – one full of humor, wit, and sophistication to the retail investor. We developed their brand voice to evoke the passion and determination of the boutique investment company. Empowering every investor to feel confident with every decision they make – we worked with their team to create all their brand messaging – our goal was to make this brand extraordinarily relevant and relatable to modern consumers. Bringing the identity to life is the most rewarding part. Our goal was to develop a baseline of branded touchpoints to launch with from apparel to corporate ID. Modern, bold, and mighty were our guiding design principles.
- //WEBSITE DESIGN
- //WEBSITE DEVELOPMENT
- //WORDPRESS CMS
Be Bold, Be Bad. As your not-so-normal fund management company, we knew investing in technology, creativity, and relatable messaging was critical for developing a compelling first impression online. Due to the nature of the financial industry, we created two cohesive digital platforms for the BAD team. The main website serves as a hub for their brand ethos, financial advice, and easy ways to invest in their ETFs. The other website, a landing page, serves as an index-specific website for people to learn more about their specific ETF. We designed them to be consistent yet unique enough for consumers to see the difference between the two – black and white contrast.
The results are in...
Successful Branding Project
Publications the company was featured in
Newly Branded ETF