Challenge
Euromoney Institutional Investor plc approached Brandpie to help it create a new brand for its Price Reporting Agency (PRA) division, to bring together its portfolio of established commodity pricing brands. This coincided with a shift to a new digital platform, combining pricing data from all brands into one seamless client-centric solution.
Idea
The new brand needed to work across multiple commodity markets, and its customer experience would be driven by a unified platform, optimizing information and data delivery to commodity trading professionals.
We proposed building a single masterbrand that would become the definitive source for commodities data and insights. We then recommended a new name, Fastmarkets, to reflect the speed of decision making required to take advantage of price variations in commodity markets.
We developed a simple, precise and bold identity system which visually reflects Fastmarkets' aim to make business decisions simpler, better and faster for its clients.
We applied the new Fastmarkets brand across a range of applications and guidelines, developing a playbook to support the launch of the brand. We also created a ‘Transformation Agent’ programme for the business, identifying key staff who were charged with leading the integration of the various brands, and giving them communications tools to help them do this.
