Building a brand from the bear up.
In investing, the bull gets all the glory. The bear usually signals trouble. But for Picton Investments, identifying risk first was a strength worth building a brand around. We turned that philosophy into a bold new identity, reclaiming the bear as a symbol of preparation and confidence. “Build from the Bear Up” gave Picton a distinctive way to express its approach, challenging the category’s fixation on the upside.
role: Associate Creative Director
Sizzle Video
A different mindset. A different look.
A confident wordmark, vivid greens and purples, and playful headlines gave Picton a new visual and verbal identity. We used AI to bring its bear into unexpected settings, from an office lunch table to a shipping yard, making an investment philosophy tangible through a recognizable character. Across brand materials, digital, and campaign creative, the system established a foundation for the work that followed.
“Build From The Bear Up: Office”
30s
“Build From The Bear Up: Thinker”
15s