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OVALX | BRAND Rebranding and launching an FX Trading platform into new markets

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The Challenge

After acquisition by financial services company Oval, the trading platform ETX needed a rebrand to broaden its appeal to new audiences.

ETX are an established UK trading platform with over 50 years of experience and a professional trader user base, the challenge was to retain existing customers while appealing to new audiences.


The Solution

A new brand, guidelines and tone of voice for OvalX, with a supporting communications plan for launch, to existing customers and the market about the changes at ETX. We supported OvalX with communications planning and strategy including position and audience segmentation, alongside developing the creative approach and support to update their digital platforms and communicate the rebrand.


The Result

A key concern that comes with a change in ownership and brand is that it creates churn in the existing customer base. Following our plan, ETX’s existing customer base remained loyal to the new brand, and they now also have the communication tools and assets to acquire new customers in the UK.
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