Company: Makovsky + Company, New York, NY
Company Description: Makovsky + Company is one of the nation’s leading independent global public relations, investor relations and branding consultancies, specializing in integrated communications programs for the financial, professional services, health, technology and business services sectors.
Nomination Category: Advertising/Design Craft & Technique Categories
Nomination Sub Category: Best Corporate Identity/Branding Design in a Series or Campaign

Nomination Title: XShares Advisors Rebranding

The date on which this nominated campaign was first run, aired, or otherwise made public:

March 2008

Briefly describe this entry’s communications objectives and how it met those objectives (up to 100 words):

XShares Advisors is a creator of sophisticated financial products.
Unfortunately, the company’s branding was nowhere near as sophisticated as its
products. XShares' communications and marketing team asked Makovsky + Company to
help them find a solution. The answer sprang from the symbol - |X| - that
expressed the idea behind the XShares brand and laid a foundation for branding
other XShares products.

As a result, the XShares brand was redefined and attracted new venture capital,
which allowed the company to launch their AirShares fund. Also, the brand
architecture allowed XShares to slash its monthly marketing & online costs by 80%.

List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Advertising Agency/City: Makovsky + Company/New York City, NY
Client: XShares Advisors
Art Director: Timothy Kane
Creative Director: Timothy Kane
Designer: Craig Bernhardt
Writer: Timothy Kane
Web Development Firm/City: Coretomic/Boynton Beach, FL; Makovsky + Company/New
York City, NY