Challenge
As Cboe continued its global expansion, the brand needed to better reflect its position as an innovative leader in financial markets. The existing identity lacked the distinctiveness and consistency required to support a rapidly evolving fintech organization.
Strategy
Led the brand evolution by developing a bold positioning platform, "The Exchange for the World Stage," supported by a modern visual identity, vibrant color palette, and enterprise-wide brand governance designed to unify global communications.
Execution
Brand refresh
Website redesign
Global TV spot
Brand Governance
Results
Increased website engagement +46%
Global Brand strength across international markets
2024 Gold Marketing Award Winner
