A brand strategy and growth studio for the pragmatic business.
Launching a differentiated ETF in a crowded investment landscape.
“I’ve had the pleasure of working with The Objective Brand twice—first when I launched my firm, and again more recently for a comprehensive marketing review.
Both times, they exceeded my expectations. John brings a unique design style, and it’s been impressive to see how he has scaled that vision across the entire team. The firm has grown thoughtfully, building expertise across many areas of marketing. The team works seamlessly together, producing high-quality content that requires little to no supervision or revision—a priority for me.
Their ability to understand our brand and translate it into impactful marketing has been invaluable. I couldn’t recommend them more highly.”
Ivana Delevska
Founder & CIO, Spear Invest
Launching a new investment product is difficult. Launching one that competes with thousands of funds—while speaking to both financial advisors and individual investors—is even harder.
When Ivana Delevska, founder and CIO of Spear Invest, approached Objective Brand, she was preparing to launch Alpha (SPRX)—an actively managed ETF built around deep fundamental research and a concentrated portfolio of breakthrough enterprise technology companies.
The challenge was both awareness and articulation.
How do you communicate the value of an investment strategy? How do you build trust with sophisticated advisors while remaining accessible to individual investors? And how do you do it within the constraints of financial compliance?
Together, we built the narrative, visual language, and marketing platform needed to bring Alpha to market.
Over the course of our partnership, the fund grew from a small base of friends-and-family capital to over $100M in assets under management.
One story for two audiences.
Unlike a typical service business, Spear wasn’t selling advice or a consulting engagement—the product itself was the investment strategy.
Alpha is an actively managed ETF built on rigorous fundamental research that examines companies across the value chain to uncover overlooked opportunities.
Our challenge was translating that sophisticated methodology into a clear narrative that could resonate with two distinct audiences at once: financial advisors evaluating investment vehicles and individual investors exploring new opportunities.
We told a story that made a complex strategy understandable without losing the credibility that serious investors expect.
Fund detail page—See it here
Dream bigger.
