ETS Factory & GoodWay
ETS Factory & GoodWay
A financial-rating brand built from zero — turning a complex, regulation-sensitive idea into something clear, premium and trustworthy.
A financial-rating brand built from zero — turning a complex, regulation-sensitive idea into something clear, premium and trustworthy.
The challenge
GoodWay started as a new-category product inside ETS Asset Management Factory: a Christian financial rating with no familiar visual language, no obvious market shorthand and a high bar for trust. The challenge was not only to make it look good, but to make an abstract, technical and regulation-sensitive idea feel understandable at first glance.
GoodWay started as a new-category product inside ETS Asset Management Factory: a Christian financial rating with no familiar visual language, no obvious market shorthand and a high bar for trust. The challenge was not only to make it look good, but to make an abstract, technical and regulation-sensitive idea feel understandable at first glance.
GoodWay started as a new-category product inside ETS Asset Management Factory: a Christian financial rating with no familiar visual language, no obvious market shorthand and a high bar for trust. The challenge was not only to make it look good, but to make an abstract, technical and regulation-sensitive idea feel understandable at first glance.
What I did
I worked across the brand system, platform experience, ad creative, front-end and go-to-market material. That meant shaping the narrative, designing the interface and web presence, creating campaign assets, and helping the product feel credible enough for a finance audience without becoming cold or generic.
I worked across the brand system, platform experience, ad creative, front-end and go-to-market material. That meant shaping the narrative, designing the interface and web presence, creating campaign assets, and helping the product feel credible enough for a finance audience without becoming cold or generic.
I worked across the brand system, platform experience, ad creative, front-end and go-to-market material. That meant shaping the narrative, designing the interface and web presence, creating campaign assets, and helping the product feel credible enough for a finance audience without becoming cold or generic.
The result
The result was a distinctive product brand inside a €3.75B quantitative firm — one that could sit next to Consonantia QIAIF as part of the same strategic ecosystem, but still have its own voice. It made a difficult category easier to explain, easier to trust and easier to present.
The result was a distinctive product brand inside a €3.75B quantitative firm — one that could sit next to Consonantia QIAIF as part of the same strategic ecosystem, but still have its own voice. It made a difficult category easier to explain, easier to trust and easier to present.
The result was a distinctive product brand inside a €3.75B quantitative firm — one that could sit next to Consonantia QIAIF as part of the same strategic ecosystem, but still have its own voice. It made a difficult category easier to explain, easier to trust and easier to present.
Why it matters
This is the kind of work I enjoy most: taking something complex, technical or early-stage and giving it a shape people can understand. For GoodWay, that meant combining brand taste, product thinking and performance-minded creative so the idea could move from concept to something real.
This is the kind of work I enjoy most: taking something complex, technical or early-stage and giving it a shape people can understand. For GoodWay, that meant combining brand taste, product thinking and performance-minded creative so the idea could move from concept to something real.
This is the kind of work I enjoy most: taking something complex, technical or early-stage and giving it a shape people can understand. For GoodWay, that meant combining brand taste, product thinking and performance-minded creative so the idea could move from concept to something real.