Cboe Global Rebrand

The Challenge

After a groundbreaking competitor acquisition, CBOE made the decision to develop a new brand name, logo and company purpose for its rebirth as Cboe Global Markets.

Fusion92 was charged with telling its integrated brand story of relentless product innovation, leading edge technology and seamless solutions through a global, multi-faceted campaign targeting employees, stakeholders and customers.

The Solution

Building on the Cboe Global Markets name, logo and purpose, Fusion92—in just 61 days—brought to life the unified brand’s story through an expanded visual language, full corporate brand standards and promotional elements such as videos and signage for both employee and external launches. New brand elements showcased a wave symbolizing power, potential energy, liquidity and adaptability, plus a wink at the brand’s position at the leading edge of the marketplace.

Prior to the public launch, Cboe wanted to create a special day for employees to hear the news first. Fusion92 ensured that experience began the moment employees entered the lobby with turnstiles and elevator wraps, an emotionally-charged video manifesto and updated corporate templates.

At the public launch, we also needed to present the unique elements of Cboe’s proprietary products, including new logos and distinct visual identities. For products, we employed dimensional patterns that have a sense of depth, utilize geometry found in the corporate logo and reflect the nature of the products, themselves.

For example:

  • Cboe VIX features a pattern of undulating volatility
  • Cboe SPX’s large diamond cubes represent large cap
  • Cboe RUT’s small diamond cubes represent small cap

The Results

Fusion92 received qualitative feedback and saw quantitative results indicating the campaign was successful.

Cboe feedback
on internal launch:

  • “I’ve talked to our employees/associates in all [global] offices and the feedback has been terrific on the event itself, as well as how well coordinated the follow-up has been. The feedback around the creative and coordinated look and feel to everything that keeps rolling out is fabulous.”
  • “We wondered how we would have pulled any of this off without you. We love working with you.”

Results from advertising campaign for the external launch:

  • Campaign engagements exceeded those driven from Cboe's home site for the first time, and the new digital creative outperformed previous creative's CTR by 66%.
  • The campaign’s branding was clearly eye-catching and memorable: 17% of those exposed to the advertising say they have heard of Cboe vs. just 8% of the control group.
  • The creative campaign raised significant awareness of the Cboe brand, resulting in a 113% uplift. This can be attributed to strong branding.
  • Ad recall was impressive: 9% of those exposed say they recall seeing it online vs. just 2.8% of the control group. 
  • Financial professionals were more likely to find the creative believable, to remember it was for Cboe and to agree that it differentiated Cboe from its competitors.