The Brief

Online financial markets broker, Hantec Markets needed to evolve its brand to reflect – and support – its focus on increasing market share (with a focus on emerging markets) and driving global growth, without losing the brand legacy and equity it has built up over the last 3 decades.

Our Approach

We used first and third-party research into its industry, target markets, competitors, and audience personas, which informed our approach and development of the brand proposition and strategy refresh. From this we worked with the team to develop a brand identity, which retained the heritage and stylistic integrity of the brand, while giving it a fresh, dynamic and simple logo that is memorable.

The brand refresh was activated in an omnichannel global campaign, including sponsorship of the Haas Formula 1 team, where the updated logo can be seen on the VF-22 race cars and the uniforms of F1 racers Mick Schumacher and Kevin Magnussen.