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.