Russell Investment – “Imagining where ETFs could take investors” Campaign
Campaign design: Joseph Rivera
Agency: Living Group
The Brief
Launch and elevate awareness of Russell Investments’ new ETF platform with bold creative that stands out in a crowded financial category—while reinforcing the brand promise “Invest without boundaries.”
My Approach
As campaign designer, I led the visual system, layouts and photography direction across all placements. The goal was to make financial advertising feel human, aspirational and unmistakably Russell.
A defining design choice was treating the first word of each headline as a visual trigger—set in Russell’s signature orange. Each word (Imagine. Dream.) functions as a verb, reinforcing action, optimism and forward momentum at first glance.
The Result
The Imagine campaign significantly increased brand visibility and engagement across high-impact digital placements, video and a Nasdaq launch event.
Performance exceeded benchmarks, with CTRs 200–500% above industry norms, positioning Russell Investments as a modern, forward-thinking leader in ETFs.
