Challenge

Euromoney Institutional Investor plc approached Brandpie to help create the brand for its newly formed Price Reporting Agency (PRA) division. The division brings together a wide portfolio of existing commodity information brands such as Metal Bulletin, AMM and RISI.

Solution

Our starting point was agreeing that the brand for the new PRA division would continue to operate in multiple commodity markets, with a unified customer experience that optimises information and data delivery to commodity professionals, so that it could stand shoulder to shoulder with competitors (such as: S&P & Thomson Reuters). It quickly became clear that all communication investment needed to be focused into building one powerful masterbrand.

We identified that there was a recently acquired brand within the portfolio that fitted the bill – Fastmarkets. But it needed a big overhaul if it was to successfully fulfil the brief and signal a significant change to clients. Working with the client team we developed a new purpose for the PRA division and a clear brand positioning. We radically changed the Fastmarkets identity, developing a simple, precise and bold system which visually reflects the PRA division’s aim to make business decisions simpler, better and faster for its clients.

We applied the new Fastmarkets brand across a range of applications and guidelines, developing a playbook to support the launch of the brand. We also created a ‘Transformation Agent’ programme for the business, identifying key staff who were charged with leading the integration of the various brands, and giving them communications tools to help engage colleagues in the business.