Broadway Technology, a prominent fintech firm, encountered a challenge in reinventing its corporate identity after the partial acquisition by ION Group was stalled due to antitrust issues. Following the transaction, Broadway sold its non-fixed income sector to ION and opted to start a new journey under the leadership of its new CEO, Michael Chin. Known as “Broadway 2.0” internally, this new phase necessitated a rebranding initiative as industry associates showed increasing interest in their future operations. Despite Broadway’s historical lack of emphasis on its branding, the new trajectory demanded a shift in focus.
With Broadway’s concentration now purely on income, it was crucial for the company’s brand to represent this change.
During our project’s messaging and positioning phase, Broadway’s emphasis on the human component was evident. Chin’s vision articulated that trading technology should enhance human intelligence, reflecting Broadway’s culture of collaboration and consultative client interactions. From these values, we developed the tagline “Where Tech Meets Intellect.” This statement ideally captured how Broadway differed from its competitors. Coupling Broadway’s renowned Toc platform for workflow optimization and a range of powerful trading applications with their propensity for a human touch was the main goal of our rebranding strategy.
An integral part of our solution was to simplify the company name from “Broadway Technology” to “Broadway.” We discovered that the Broadway name was well recognized and esteemed among its target audience, rendering the addition of “Technology” superfluous. This name abbreviation facilitated a more succinct and proprietary brand that adequately incorporated Broadway’s defining human element.
Broadway was extremely satisfied with the rebranding process. The clear and concise tagline, along with unique design elements, ensured the company stood out in its field. Despite the complexity and breadth of their offerings, we demonstrated a thorough understanding of Broadway’s operations from the onset. This rebranding process, executed both independently and collaboratively, allowed Broadway to effectively relaunch their company and maximize the opportunities of this new chapter.