Rebranding a leading global online trading platform
The challenge
For the past 30 years, Saxo Bank has held a position steeped in dark suits, wealth, and a certain amount of cold Wall Street cynicism. This position increasingly felt problematic in a market with growing interest from a broader group of private investors and a rising distrust in the financial sector. Saxo wanted a brand refresh. This involved formulating a strong Purpose that encapsulates the positive effects of investment (and Saxo) on the world and revitalizing their visual identity globally.
The solution
Fireball facilitated the development of Saxo’s new purpose: “We get curious people invested in the world.” This clarifies how Saxo, by offering simple access to personal investment, not only helps people strengthen their finances but also increases their interest in market forces and global development. Building on this, Fireball created a modern, global identity and toolbox that appeals to the growing number of private investors and is digitally anchored to function optimally across all touchpoints of the customer journey.
