BP PRIME is a leading provider of online trading services for Forex, CFDs and Commodities with key client bases in China and Europe.
BP PRIME approached Interstate to reposition and re-brand the company. Through a process of fact finding, industry benchmarking and understanding the existing and future business plans, the requirement became clear in that the brand would need to take a more premium positioning and aesthetic in order to communicate and resonate with client base.
The industry is extremely congested. As such, delivering a compelling and unique proposition was critical. By developing the company vision, mission and proposition (both internally and externally), the brand is built with a firm grounding, personality and attributes that are focused on delivering what matters most; premium financial products with a best-in-class service.
Everything about the brand is routed in subtlety and refinement in order to convey a premium aesthetic. The marque was developed to give a simple flexible identity that can convey a sense of optimism, a window to a world-class financial platform and supported by a bold colour schematic and brand imagery. Based on the construct of a Chinese coin, the brand’s logo creates a solid statement for the brand with a shape that is rooted in the fundamentals of international trade.
Once the brand’s toolkit, Visual Identity System and positioning were solidified, the website was created with Interstate executing the design and development of the customer-facing front-end. The UX and UI were designed to be as simple as possible in use and convey the brand’s new, more premium, aesthetic.
A brand reel was commissioned and developed by Interstate’s interactive team for use in key markets’ communication plans and digital advertising. Produced in multiple languages, the film will be one of the initial touchpoints and introductions the customer base will have with the new brand.
With the new brand launched there has been an increased focus on growing BP PRIME’s position as a thought-leader which has informed a shift to a content-driven narrative on social channels and investment publications supported by a suite of motion brand assets and the core brand film. The company has subsequently increased its footprint in its key Asian and European markets, significantly growing the customer base in the process.