Brand, ads and cake for the LSE

Read in her words how we helped Marketing Manager, Tina Sen, develop the EDX brand and launch a new service offering....

"We briefed Abstracts to communicate that we're offering an enhanced service on new trading technology, to help us increase our market share and position EDX London as the premier derivatives exchange for Russian and Nordic products. We chose Abstracts because they really get under the skin of a complex brief and have a proven track record in delivering creative solutions for us.

Creatively we wanted to achieve a distinct brand identity for EDX that still retained elements of the corporate London Stock Exchange Group Guidelines. The graphic style is inspired by the logo and offers us flexibility across the board whether we're looking at a framework for press advertising or trying to contain more complex technical data. In terms of our own positioning 'The driving force for derivatives' says it all. We want to be seen as number one. The power of the image doesn't need any explanation. Everything comes alive online with interaction between the visual language and film footage of waves. Innovation is key so the technology of i2i is ideal and sets us apart from the competition. It's not all just about the innovation - the great thing about Abstracts is that they have practical heads too - who else would do all this and organise on brand cakes to land on traders' desks on launch day?!"

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