The brief

It’s undoubtedly the most famous stock exchange in the world. But being so synonymous with one specific thing can be limiting. We helped Nasdaq refresh their brand and reposition themselves as a customer-oriented technology company offering cutting-edge platforms and data-driven tailored solutions.

Tone of voice    

The persona of the film-score composer was our inspiration. The parallels with Nasdaq were clear: requiring the perfect blend of empathy and creative ingenuity underpinned by expansive technical knowledge. Drawing inspiration from film-score composers’ own words, we helped Nasdaq’s writers move together from dry, information-heavy writing to an emotionally engaging, inspiring tone. We created step-by-step guidelines and I created and led a series of interactive training sessions to ensure everyone understood the new voice.

Messaging

As well as creating frameworks enabling writers to use a consistent and distinctive tone, I created messaging to enable them to build a consistent and cohesive story. It was important to ensure that both audience-agnostic and audience-specific messaging felt specific and relevant. Writers use our messaging to weave key themes consistently throughout their content.  A new, evolved brand has emerged. With a new, broader story to tell.