Markets.com
Trading up

How do you transform from a spread betting site to a world-class financial services brand?

 

By finding a purpose that’s both global and personal.

 

Markets.com is a CFD and spread betting site, allowing experienced financial traders the chance to trade on the world’s financial markets. But with increased competition, new premium product streams beyond just trading and a better, VIP service, they needed a fresh brand that reflected their newly elevated status.

 

This blend of global trading with personal service meant Markets.com could be: the individual’s choice for a world-class trading experience. The brand identity was then designed to reflect both a global outlook and a strong sense of individuality. The dot in Markets.com became oversized to represent the entire world’s financial markets.

Two sub-brands were then created for the trading and investment sides of the business: Marketsx and Marketsi. Each retained the dot motif, adding the initial within and acting like satellites of the parent brand.

Then a dash of individuality was added through a series of hand-drawn illustrations to represent the key benefits of trading and investing with Markets.com, each set within a coloured dot. In a sector dominated by photographs of traders at computers and technical images of candlestick diagrams and trading windows these abstract illustrations give the brand real standout and a distinctly human, personal feel compared to the impersonal, almost robotic look of the competition.

The illustrations also help the brand to stand out in communications. From CRM to digital display and press to online film, potential traders and investors can see that Markets.com is the individual’s choice.

  Cravens instantly understood what we wanted to achieve, and presented 3 very strong routes in answer to the initial brief. Finding a way to unify the opposing characteristics of 'Big and Global' with 'Individual and personal' should have been challenging but they instantly 'got' us and delivered an end route that met all our goals and that has proved to resonate well with our new discerning target audience. We are delighted with the outcome.  
Kate Ryan, Marketing Director
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