Bringing a brand to life
AQR Capital Management, VP Design
2018 - 2020
What is AQR Capital?
AQR is a privately held global investment management firm founded in 1998. With over $200 billion in assets under management, its founders still actively run the firm.
Although, having built a successful and a unique brand, AQR had historically done little in traditional marketing and brand building. In fact, its marketing team was started up in 2016. So, in many respects the team has the feel of a startup - experimenting with new touch points and campaigns from podcasts to video.
What is my role?
I was brought on to elevate the brand and its extension. I reported to the Managing Director of Digital and Design. With a team of 7 designers, I redesigned the full suite of touch points across all channels. Managed all marketing/sales campaigns and the UX and design of external/internal websites and workforce systems. I also managed ongoing relationships with two creative agencies and several contractors including video creation and production, and photography.
Created new design patterns to illustrate firm's unique products.
Launched new experiences to allow investors to compare, choose and invest online.
Designed new design system.
Client brochures providing overview and context for various investment strategies.
