GraniteShares is a new kind of ETF company backed by Bain Capital that is every bit as adventurous, exciting and diverse as its people. Not only providing a secure trading platform for clients to prosper, but also to challenge and push like-minded investors to be the best they can be. Unlike other providers, GraniteShares is focused on innovative, disruptive, diverse and differentiated products, both in terms of its exposures and structure. Following the successful launch of two ground-breaking products on the NYSE in mid-2017, and with Europe and a new London office in their sights, GraniteShares greatest source of strength is its culture of courage.

D2 conducted a NyLon (New York to London) brand workshop over several weeks to identify their positioning within the ultra-competitive ETF landscape and develop a compelling narrative capable of building a bond with both institutional and private investors. A close link between the founder’s heritage and a desire to provide rock-solid investments led to the naming and visual language D2 have crafted. This was truly an opportunity to break away from the corporate constraints of brand management and have more fun in a market Graniteshares deemed to have lost its edge.

As a brand new entrant to the market, the innovative ETFs provider wanted a contemporary website design to promote their products globally; backed-up by D2’s proprietary database system which powers some of the world’s biggest ETF providers. The fresh and modern brand image of GraniteShares is expressed through the minimalistic website design to communicate its fearless and strong voice. Through carefully curated images of nature and endurance sports the brand epitomises winning and strength with a UI/UX design to make navigation easy and their content irresistable.