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.
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.
Fusion92 received qualitative feedback and saw quantitative results indicating the campaign was successful.
on internal launch:
Results from advertising campaign for the external launch: