Trading brand confusion for clarity in a competitive market
CMC is a financial technology business with over 30 years of brand history. While the business has expanded into two distinct units over that time, the brand hasn’t evolved with the same clarity. The stocks and shares trading side of the business, CMC Invest, isn’t well known and understood by the target audience, and gets confused with the CFD Trading side of the business, CMC Markets, because of the lack of a clear, distinct visual identity for each brand.
Galore was engaged to create an evolved design system for CMC Invest that was sympathetic to its place within the CMC family, while positioning the brand as a compelling competitor to Commsec and the huge range of other mainstream players in the share-trading market. As a business centred on a digital product (the share trading app), our approach to the task was centred first on the product itself, and then how the visual language could be consistent across all customer touchpoints and communications.
The resulting identity has allowed CMC Invest to go to market with renewed clarity and confidence as a powerful competitor to bank-based platforms.
Design system development.
