The issue.
Smart was a new brand created by the NZX pulling together several legacy entities including Smartshares.
It’s primary point of difference in the investment market is that they are New Zealand’s first and largest issuer of Exchange Traded Funds (ETFs).
The project required brand positioning, identity design and launch communication that built on the product and investing philosophy point of difference.
The insight.
It starts with the name. There’s a reason the brand is called Smart. A reason that has been proven over many decades – and one that many of the world’s smartest investors subscribe to. In short, they believe market tracking investment will beat individual stock selection over the long term.
The solution.
The wise invest Smart.
The brand was developed to be sage-like in its informed, time tested, facts not opinions approach. Priding itself on making the complicated stunningly clear, an identity and tone was developed that highlighted the quality of the messaging - avoiding the lifestyle and retirement tropes of the category.
