BlackRock
iShares
Brand & Digital Transformation
Client
BlackRock
Services
- Brand Strategy
- Brand Voice
- Content Strategy
- User Experience
- Messaging Development
iShares | Brand & Digital Transformation
Making ETFs easier to understand and act on.
I helped reimagine iShares.com — shaping a more branded, conversational, and investor-friendly experience that clarified the value of ETFs and how they fit into an investor’s portfolio strategy.
Making ETFs easier to understand and act on.
I helped reimagine iShares.com — shaping a more branded, conversational, and investor-friendly experience that clarified the value of ETFs and how they fit into an investor’s portfolio strategy.
Services
- Brand Strategy
- Brand Voice
- Content Strategy
- User Experience
- Messaging Development
Making ETFs easier to understand and act on.
I helped reimagine iShares.com — shaping a more branded, conversational, and investor-friendly experience that clarified the value of ETFs and how they fit into an investor’s portfolio strategy.
Services
- Brand Strategy
- Brand Voice
- Content Strategy
- User Experience
- Messaging Development
The Approach
The challenge was bigger than a website refresh. iShares needed a more compelling and differentiated digital story: one that clarified the value of ETFs, made the category feel more approachable, and showed how these products could play a meaningful role in real investment strategies.
Serving across brand strategy, content strategy, creative leadership, and UX leadership, I helped shape a new experience that was more energized, conversational, and engaging. We developed a stronger branded look and feel, introduced imagery that gave the platform a more distinctive identity, and brought the iShares voice to life across the site through clearer, more human copy.
The Approach
The challenge was bigger than a website refresh. iShares needed a more compelling and differentiated digital story: one that clarified the value of ETFs, made the category feel more approachable, and showed how these products could play a meaningful role in real investment strategies.
Serving across brand strategy, content strategy, creative leadership, and UX leadership, I helped shape a new experience that was more energized, conversational, and engaging. We developed a stronger branded look and feel, introduced imagery that gave the platform a more distinctive identity, and brought the iShares voice to life across the site through clearer, more human copy.
The Approach
The challenge was bigger than a website refresh. iShares needed a more compelling and differentiated digital story: one that clarified the value of ETFs, made the category feel more approachable, and showed how these products could play a meaningful role in real investment strategies.
Serving across brand strategy, content strategy, creative leadership, and UX leadership, I helped shape a new experience that was more energized, conversational, and engaging. We developed a stronger branded look and feel, introduced imagery that gave the platform a more distinctive identity, and brought the iShares voice to life across the site through clearer, more human copy.
The Solution
We created a more interactive and educational way for investors to understand how ETFs work, how they compare with other financial vehicles like mutual funds, and how they can help target different portfolio goals. In addition, we developed a content hub that surfaced insights from BlackRock experts, connecting product education to a broader market context, giving investors a richer resource for ongoing learning and decision-making.
The result was a more modern and strategically aligned digital platform—one that strengthened the iShares brand, made ETF investing more accessible, and connected BlackRock’s expertise with the needs of investors.
The Solution
We created a more interactive and educational way for investors to understand how ETFs work, how they compare with other financial vehicles like mutual funds, and how they can help target different portfolio goals. In addition, we developed a content hub that surfaced insights from BlackRock experts, connecting product education to a broader market context, giving investors a richer resource for ongoing learning and decision-making.
The result was a more modern and strategically aligned digital platform—one that strengthened the iShares brand, made ETF investing more accessible, and connected BlackRock’s expertise with the needs of investors.
The Solution
We created a more interactive and educational way for investors to understand how ETFs work, how they compare with other financial vehicles like mutual funds, and how they can help target different portfolio goals. In addition, we developed a content hub that surfaced insights from BlackRock experts, connecting product education to a broader market context, giving investors a richer resource for ongoing learning and decision-making.
The result was a more modern and strategically aligned digital platform—one that strengthened the iShares brand, made ETF investing more accessible, and connected BlackRock’s expertise with the needs of investors.
