THE CREATIVE FACTORY

Create an Identity and a Brand language to give meaning and value to a new 50/50 merger in the world of brokerage

Within the context of a fast-changing brokerage sector, the task was to build a credible Brand for a company born out of a 50/50 merger in order to win the confidence of existing and future clients.

The Creative Factory developed an Identity strategy and created a name, a visual Identity and an innovative Brand language that clearly differentiated this new market player. To launch the Brand, the agency devised a web- and events-based communication strategy that positioned Newedge at the heart of the financial community. Traditional communication tools such as a corporate brochure, print advertising, billboards and corporate films, broadcasted on Bloomberg and CNBC, served to quickly mark out the company’s Brand territory.

The company’s Brand Identity is embodied in the Newedge name and logo which includes a bamboo plant to symbolise the strength, energy and flexibility required to succeed in an ever-changing market.