Client:City Index Ltd.
Date:16 April, 2015
City Index is a global trading company with strong London roots, and over the past 30 years has built a reputation on its heritage. In more recent years however, the company started to lose its identity, relevance and ability to react to fast changing markets. It lacked direction and, importantly, an emotional connection with its customers. It was time to reinvigorate the brand DNA and restore the core values, ambition, stability, resilience and flexibility.
We developed City Index around the core values of heritage, ambition and commitment, creating a global model for all communications and a tone of voice that works in any region and retains the high brand value. Finspreads, on the other hand, was positioned as a quick-witted, simple low-tier brand that glorifies betting and through gamification creates a new way of taking advantage of the market.