The Business Strategy
FXall’s vision was to be a leader in global institutional foreign exchange trading. It had the people, the platform and the resources. But it didn’t have the brand awareness or reputation. Known primarily as a platform for asset managers and corporate treasurers, FXall had to make itself relevant to the foreign exchange market’s fastest growing segment, active traders.
Marketing Communications Support
Silver created a distinctive look-and-feel for FXall marketing communications, one that really stood out from the industry. Focused content and design called attention to FXall’s unique position in serving all major segments of the institutional foreign exchange markets, with particular emphasis on the growing active trader segment.
The innovative new look of FXall communications, together with targeted, capability-oriented content, helped to reposition the brand from a “middle-of-the-pack” platform to that of an industry leader.