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Rebrand

Refreshing a FinTech brand to appeal to a new generation

For seven years, we’ve worked with TradeStation to help them stand out in a crowded marketplace as one of the largest and most respected brokers amongst active day traders. But after years of running CNBC TV advertising campaigns and aggressive media optimizations, the pressure of continued growth demanded a fresh strategy.

To welcome a new audience of tech-savvy millennials and novice traders (but not alienate our existing active day trader base), we redesigned the logo and visuals, and refreshed the voice of the brand, with a nod to TradeStation’s off-Wall Street, South Florida roots. We launched the surfer-inspired new identity with their The Long and the Short sponsorship, a trading show hosted on the live digital news network Cheddar, and executed across digital assets. And to celebrate, we opened a pop-up barbershop in the Oculus at the World Trade Center.

 

Experiential Pop-Up Barbershop

How do you get the word out about your brand’s sweet new look? If you’re TradeStation, the award-winning fintech company and brokerage, the answer is simple: dye people’s hair blue in the middle of one of New York City’s busiest commuter hubs.

The Fresh Look pop-up barbershop invited commuters and shoppers to get a fresh haircut, shave, blowout, or hair coloring while taking a fresh look at the new platform and branding. With 400,000 people passing through every day, we traded the traditional TV buy for an unforgettable interactive experience that also included simulated trading competitions, trading trivia, trader meditation, and a blue wig selfie station. Over the course of three days, we saw 87,000 visitors, a 25% increase in website users, and a 373% increase in brand mentions online.