As an entirely new brand, Adenza was in need of a brand strategy and identity to position it as a trusted and reliable platform within its market.
We engaged the C-suite to understand key trends impacting their business, their competitors and ambition for the future, before running co-creation workshops to develop Adenza’s brand positioning.
From there, ‘Platform to opportunity’ emerged. We developed the brand positioning further with narrative and mood boards to bring it to life. This was the springboard for our creative brief.
The brand needed to represent three areas: customer journey; focus, progression and strength; and balance. That’s where the triangle came in.
But this had to be a ‘digital-first’ identity, so we introduced dynamic graphics that signified Adenza’s flow of data, which could be applied seamlessly to digital platforms.
Ultimately, our brand identity gives Adenza a unified look and feel that employees and stakeholders can take pride in. It also reflects that Adenza is the most stable, secure and trusted platform in the market.