A distinctive brand identity for ETFs Unscripted, an ETF industry update series that blends timely market insights with the personal perspectives of experts Ed and Sandra. More than a snapshot of current conditions, the series explores the broader environment and what lies ahead. Designed to increase registrations and build credibility, the work positions Ed and Sandra and the American Century Investments ETF team as trusted thought leaders and innovators within the ETF space.
Art Direction | Design | Project Management | Storyboarding
American Century Investments
The project moved on an accelerated timeline, requiring immediate concept development and visual direction before photography was available. To maintain momentum, I went straight into storyboarding using Shutterstock imagery to establish tone, pacing, and narrative flow in the absence of images of Ed and Sandra. This approach allowed stakeholders to quickly align on creative direction and enabled production planning to move forward without delay.
Once the photoshoot was secured, the storyboards were rebuilt using actual photography of Ed and Sandra and translated into detailed pre-production video assets. These materials were then handed off to our in-house video production team, providing clear creative guidance and ensuring a smooth, efficient transition from concept to final execution.