Branding a new trading provider
RPD FX were a new sister brand from ETX Capital offering spread betting, forex and CFD trading on widely used platform, MT4. They were starting from scratch, and so I worked with them on naming, branding, information architecture and website design.
This project had a tight timescale which is always a challenge, but the biggest obstacle faced was how to differentiate the brand from the host of others on the market. RPD FX were using an existing and widely-used trading platform, so a lot of the advantages were not unique to them. I, and my team, had to work to find a new spin on what they offered.
I undertook extensive research into other brands with a similar offering, looking at their names, brands, websites and marketing materials, in order to gain an insight into the marketplace and the different brand personalitites on offer. This enabled me to establish where RPD FX could create a niche for themselves.
From the research, I developed a number of brand propositions comprising narrative, behaviour and expression, that positioned them in different sections of the marketplace. Having conducted stakeholder interviews, I knew that the target audience were distinct - a younger male demographic who want the thrill and excitement of trading.
The agreed brand values of speed, excitement, busyness, dynamism and laddishness led to the creation of a dark and somewhat brash brand that conveys the buzz of trading.
Having developed the basis of a brand, I set to work designing the website, the first phase of which was to collate and organise content by developing information architecture.