ViewTrade, initially a broker-dealer solutions provider, emerged 20 years ago during the rise of online retail brokerage outside the U.S. It provided critical electronic access to the U.S. market, evolving over time into a significant fintech entity while developing its own technology. However, the company’s brand remained stagnant and failed to reflect this evolution, resulting in separate operation of its brokerage, ViewTrade Securities, and fintech business, Orbis Systems. This segregation was such that many clients and prospects didn’t even recognize the connection, and thus were oblivious to the full range of ViewTrade’s services.
ViewTrade sought EmCo’s expertise to develop a brand that mirrored the company’s holistic technology and brokerage services. The primary objective was to devise a coherent, comprehensive narrative to position ViewTrade as a global force powering fintech and cross-border trading services.
In this fiercely competitive market, we identified the significance of emphasizing ViewTrade’s technological evolution and its impact on various aspects of trading and investment success for both its clients and their customers. We strategically decided to merge the legacy ViewTrade and Orbis businesses into a single, robust brand under the ViewTrade umbrella. This amalgamation aimed to help clients and prospects better comprehend the complete suite of solutions ViewTrade offered.
The brand development process initiated with an in-depth messaging and positioning exercise. We delved into ViewTrade’s business and the essential qualities shared by both legacy brands: experience and dependability, customizable options, enduring stability, and a steadfast commitment to being a partner rather than a competitor. We learned about diverse global entities that approached ViewTrade with unique and evolving challenges, and how ViewTrade’s tech experts consistently catered to these bespoke needs.
These values and strategic considerations served as the foundation for the design facet of the rebrand, including a new visual profile, logo, website content & design, and supporting marketing and sales materials.
Having established key messaging as our guideline, we embarked on the rest of the rebranding process.
For the new website, all content was written to reinforce the key messages. The main headline – “A Wealth of Possibilities” – subtly indicated ViewTrade’s extensive offerings and its robust capability to boost trading and investment success. We also revamped the sitemap and user journey to simplify access to information and resources, including educational content and contact forms. Our design team crafted compelling visuals and animations, using bold, lively colors to reflect ViewTrade’s vibrancy, startup-like energy, and modern tech expertise.
The new ViewTrade logo symbolized three interconnected components of the firm’s value proposition: technology expertise, superior client support, and comprehensive brokerage services. With these components in place, our copywriters and designers developed a wide range of new sales and marketing materials, including signage, corporate and product/service sales materials, presentation templates, business cards, and consolidated social media channels.
To finalize the brand build, EmCo also drafted a press release and official launch day communications, taking care to clarify the evolution of the two legacy companies into the consolidated ViewTrade brand. This included guidelines and practical tips for employees communicating the transition to clients. All these efforts culminated in an official rebrand launch in mid-July 2022.