Alpha Trading
Alpha Trading Systems was an alternative trading platform based in Toronto that offered trading and data services until it was acquired by the Maple Group and folded into TMX in 2012.
Industry
— Financial services
— Capital markets
Branding to
— Articulate value
— Expand an offering
— Be better understood
— Become known
— Grow marketshare
Services
— Brand & value proposition strategy
— Website design & development
— Brand identity & visual systems
The Situation
Alpha ATS was a successful alternative trading system, competing with the TMX by offering trading and data services at lower cost with better customer service. They saw an opportunity to create a new brand that would encompass an expanded offering with new listing exchange that would allow them to compete head to head with the TMX on all business lines.
Human Catalyst
Traders always want choice.
Our Solution
We built the solution on a core cultural trait that existed in the organization – Alpha was constantly innovating and challenging the market norms. This led to a new brand strategy positioning Alpha as the trusted, enterprising exchange, more in tune with the marketplace. The brand identity evolved to be more contemporary and subtly demonstrated that we were elevating markets with the simple use of the “stock ticker triangle” in the upward position and the tagline “Trade Up”.
The Yield
Shortly after the rebranding, Alpha was acquired by the Maple Group who folded it into the TMX effectively removing their key competitor from the marketplace.