State Street Global Advisors is the 4th largest asset manager in the world¹, inventor of world’s first ETFs, and investment pioneer. Since 1978, it’s operated independently from their parent brand, State Street. Reflecting their decision to rename to State Street Investment Management, our goal was to align the asset manager closely to the corporate brand. Anchored by the business objective of communicating a more unified and singular brand—both in name and expression—while not losing the equity Global Advisors has built.

At the center of the new brand is a simple idea: Investment Management as a guide. State Street Investment Management is more than a provider of investment solutions; It’s a collaborator, scaling insights and strategies to help all investors navigate what comes next. Our exploration of this thought reaches every application of the brand, which included modernizing their approach to data visualization, email, events, publications and more—all templated and documented 
in over 400 pages of guidelines.

The tone is more accessible than the parent brand, attuned to individual and intermediary investors, rather than institutions. Design behaviors were developed to embody the flexibility of the firm and signal clarity, dynamism, and responsiveness across all channels, making the complex feel approachable and investment goals attainable.


The result is a brand that moves with purpose, built to meet investors where they are and help them get where they’re going.