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Financial Express
Investment data is a commodity. It’s what you do with the data that is important. Timely, genuine, relevant, useable insights empower investors to make robust, informed investment decisions. And command a premium.
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The task
Create a ‘brand idea’ to re-position Financial Express from quality investment data provider to transforming data insight into meaningful and actionable investment insight. And in a world of businesses, not brands, to create a fresh brand personality with real cut-through and highly distinctive communications.
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The brand truth
Be better informed
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Driving the truth
Financial Express isn’t just a data company. Everything they do is about helping investors of all kinds to ‘be better informed’. That’s how they add value.
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Products
Highly regarded, category-leading products and services that needed to be clearly identified as part of their wider offering. |
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Added grip
Rename Financial Express to FE - A shorthand version of the name allowed them to better express their value and ‘soul’ without the baggage of heritage. The target audience takes great professional pride in their knowledge and understanding of copious acronyms and the invention of new ones. There is hardly a more receptive place to be for a company choosing to abbreviate their name – their customers were already doing it.
The power of colour - from blue to yellow. They could not 'own' blue and needed something recognisable, ownable and an indicator of their personality. Yellow is the colour of information, inspiration, insight and intelligence. It signals individuality in the marketplace and creates standout.
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| © 2012 Red Route Ltd |
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Registered Office
32-34 Great Marlborough Street
London W1F 7JB |
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info@redrouteagency.com
Call + 44 (0) 207 287 3557 |
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Company Registration No:5372980 |
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