A portfolio of previous work

IG is a global fintech leader, offering trading and investing services to clients across 17+ markets. With 50 years of heritage, the business was built for ambitious traders—those seeking opportunity in every market movement. But despite strong commercial performance, the brand was fragmented, functional, and lacked the emotional resonance required to lead in a competitive, experience-driven world.

The challenge was two-fold. First, IG’s brand was fragmented and inconsistent, with each market acting independently. The result was a schizophrenic global presence that diluted impact and drove inefficiency. To compete at scale, IG needed a single, unified brand that worked across all cultures, platforms, and products—maximising ROI on global brand investment.

Second, the brand lacked meaningful differentiation. In a sea of similar fintech offerings, IG needed a brand strategy rooted in a universal human insight—something emotionally compelling, strategically flexible, and globally relevant. A brand that would speak to seasoned traders in London as powerfully as it did to first-timers in Singapore.

We began by consolidating IG into a single, global power brand—one strategy, one voice, one identity. A new brand positioning was developed—“Inspiring Confidence”—reflecting IG’s role as both an enabler of confident decision-making and a trusted partner in navigating opportunity.

A comprehensive new visual identity and expression system was created, designed to flex across markets and audiences. Toolkits were rolled out globally, alongside the training of 2,000+ employees to ensure every touchpoint consistently brought the brand to life.

Crucially, the strategy was future-proofed—allowing for product diversification, market expansion, and audience growth. IG shifted from being a functional trading brand to an experience-led ecosystem, delivering learning, news, insight, and trading in a seamless, multi-platform journey.

tastytrade (part of IG Group) is a U.S.-based online brokerage and financial media company designed for self-directed investors. It offers trading in options, stocks, futures and crypto, along with a powerful, intuitive platform. 

Its mission is to make trading more accessible, informed and engaging for traders. With a strong focus on education, tastytrade combines trading tools with live programming and courses to help users trade confidently. 

The U.S. brokerage market isn’t short on players. Giants like Charles Schwab, Fidelity and Robinhood have already claimed their turf. Tech? Everyone has it. Product range? Practically identical. Pricing? A race to zero.

For tastytrade, the challenge wasn’t building another brokerage – it was standing out in a market where differentiation was getting harder by the day. They needed more than just better tools or lower fees. They needed a brand and experience that felt different, and so rooted in their DNA that it couldn’t be copied.

For most traders, the choice was bleak: corporate giants that felt cold and faceless, or basic apps that lacked depth. The industry wasn’t built for actual traders — it was built for volume.

tastytrade set out to change that, by building a better trading experience, from the ground up. 

• Brand Strategy: In a Word, BETTER. tastytrade lived the values of its users - curious, restless, always improving. It didn’t just offer better tools, but a better way to trade. 
• Support That Actually Gets It. While competitors leaned on bots, tastytrade gave traders access to real people with real trading experience. Human, helpful, and actually useful. 
• A Challenger Voice. No jargon. No sugarcoating. tastytrade spoke with honesty, wit and edge. That tone made it relatable, distinct and impossible to ignore.  

Traders like to think they’re smarter than everyone else. And honestly? Most of them can back it up. They’re pattern-spotters, risk-takers, contrarians. So we gave them a line that matched their mindset: “Join the Club, Genius.” 

It’s more than a call to action — it’s a smirk, a nod, and a bit of a dare. It positions tastytrade as the home for people who think differently (and know it), with just the right mix of exclusivity and sarcasm. No suits. No lectures. Just a club for the clever.