Challenge

Chi-X Europe is a pan-European equity exchange allowing participants to trade equities across major markets at lower costs and faster speeds. Whilst the company is a leading force in the European market, its existing communications materials did not reflect this position – and in an ultra-competitive market, the resulting brand confusion had the potential to be commercially damaging.

Solution

Brand research, insights and competitor analysis determined a new brand positioning for Chi-X. With a new strapline, ‘The exchange for all Europe’, a brand identity was developed to confirm their premium status. The website was redeveloped and a comprehensive set of brand guidelines was produced to ensure consistency as the new identity was rolled out across all communications.