03/10/2026

AB ETFs. Minds & Machines

As the ETF market becomes increasingly shaped by automation, algorithms and robo-advice, asset managers face a growing challenge: how to clearly articulate the role of human judgement in active investing.

Since launching its first ETFs in 2022, AllianceBernstein (AB) has rapidly expanded its Active ETF platform to 20 funds across fixed income and equities, surpassing $12.5bn in assets under management. But in a category increasingly associated with technology, AB wanted to reinforce a simple truth: the most powerful investment strategies combine sophisticated data with the experience and accountability of real portfolio managers.

To bring this idea to life, Living created Minds & Machines – a campaign platform built around the partnership between human insight and advanced technology.

A system designed to scale

The campaign visual language reflects that relationship. Concentric lines of dynamic triangles reference both human decision-making and data triangulation, while circular and square forms subtly signal the different characteristics of equities and fixed income.

Headlines such as “Insight can’t be indexed” deliver a confident message to financial advisors, AB’s primary audience, while ETF ticker-led executions ensure individual products remain clear and recognisable.

The design system was built to flex across brand advertising, digital banners, social, mobile, conference environments and web experiences, creating a cohesive platform capable of supporting the continued growth of AB’s ETF offering.

The result

A modern campaign that differentiates AB’s Active ETFs in a crowded, technology-led category, giving financial advisors a clear and compelling story to tell: powerful machines, guided by brilliant minds.

Find out more about our latest work for AB.