CMC Markets
Brand Improvements
My Role - Creative Direction, Design Direction, Design, UX, Team Building
Prior to my joining CMC, the website and digital campaigns seemed fragmented, lacking coherence across the entire marketing journey. Ideas appeared rushed and somewhat undeveloped, and there was an inconsistency in delivery.
The website had an outdated feel, and the overall brand needed rejuvenation.
Upon my arrival, I revitalised our approach by enhancing our internal team's skills, empowering us to manage all assets in-house, including print, digital, and web.
Our ideas became more carefully crafted, supported by extensive research. This transition to internal work not only saved us time compared to outsourcing to external agencies but also involved thorough market research to ensure our ads connected effectively.
Campaign - You Wanted
In my inaugural campaign, my brief was clear: enhance visual communication and create compelling advertisements that could break through the clutter of competing ads within financial hubs.
To achieve this, I collaborated closely with the external agency, focusing on refining their typography and elevating idea generation to lay a strong foundation for success.
Campaign - FX Origami
In my second campaign at CMC Markets, we didn't play by the rules; we rewrote them. I did away with the agency and created everything internally.
Instead of just showcasing the trading platform creatively, we delved deep into the very essence of trading—money!
These campaigns were nothing short of groundbreaking in the industry, delivering exceptional performance that left competitors having to play catch up.
Brand Photography
Instead of relying on stock images, I embarked on a mission to breathe life into the visuals. I captured fresh content for the entire site.
Our photography had to do more than just look good; it had to tell the story of the at-home trader, inspiring and motivating our audience.
Campaign - Active Trader
Building on the triumph of the fresh brand photography for the new website, the next campaign put a focus on the trader.
Website
The transformation of our website was a sweeping and comprehensive overhaul. I strategically expanded our internal team, cultivating a diverse skillset that allowed us to manage every aspect in-house, ranging from designers to UX and developers. To elevate the user experience, I created compelling video and photographic content. Beyond that, I introduced interactive features, crafting an engaging platform that highlighted all our product features.
