Inflection Point

SonicShares is an actively traded ETF fund that focuses on hospitality, airlines and shipping. The fund identifies emerging trends, connecting investors with innovative ETF opportunities. It required a brand identity, a forward-thinking approach, that struck a balance, between stable and progressive. Working with a mark, based around a modified ‘s’ I developed a minimalist brand identity. Sketches explored the two ‘s’ letter forms and how they could suggest an inflection point in the market. Vibrant saturated colors combine the stability of corporate blue in ways that appeal to a progressive, millennial target.