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Victory Shares


Energized branding differentiates a new franchise into a flooded ETF market.   

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Victory Shares


Energized branding differentiates a new franchise into a flooded ETF market.   

Challenge

As the first original firm under its parent company, Victory Shares needed to reflect the umbrella brand, complement sibling franchises and get noticed fast in a market flooded with funds.

Opportunity

Blend the vibrant, bold graphics of the ETF space with the passionate, dynamic feeling of the Victory Capital parent brand to create a visually striking look that gets noticed.

Exponent

The Victory Shares brand and design system had the breadth and depth to quickly bring the fund family to market, help it gain traction and position it for growth.  

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The Challenge


The Challenge


The Challenge

Victory Capital’s family of franchises includes an array of diverse asset management and index brands it had acquired throughout its history. The firm planned to launch the Victory Shares smart beta ETF family as a new company, using its name and infusing it with the qualities of its established brand. 

Derived from Victory Capital’s brand, the new ETF family had to be flexible to manage a growing and evolving list of funds, and needed to be noticed in a flooded ETF market.

The Opportunity


The Opportunity


The Opportunity

Seeking to get its new ETF family noticed, Carpenter Group blended elements of Victory Capital’s dynamic visual identity and winged victory-inspired logo with the vibrant, bold, “app-like” graphics of the ETF space to create a best-in-class ETF brand for Victory Shares that differentiated it in a crowded, active space.

Using a series of bright abstract triangle shapes, we created a visual “tipping point” that suggested movement, flight and aerodynamic trajectories. The brand remained inspired by — but still distinct from — the parent brand, enabling it to coexist with the other sibling franchise under the Victory Capital umbrella.

The Exponent


The Exponent


The Exponent

The look and feel worked across a cohesive system of best-in-class launch communications, bringing the family to market in a noticeable way. The system’s breadth and depth provided the flexibility to accommodate new funds, and its dynamic yet approachable look made it easily resonate with audiences who were frequently new to the ETF space.

Within months, Victory Shares was able to add a range of new fund offerings — enabling its family to grow.

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