Powering product transformation

The challenge

Back in 2012, our challenge from Citi was to create a fresh new identity for its Velocity platform as it sought to redevelop and reposition it from FX trading platform to a broadly based capital markets intelligence tool. It gave us the perfect opportunity to help Citi develop new interest in the Velocity service and communicate its key benefits to a wider professional audience.

The solution

The team at Living London worked in close partnership with a diversity of high-level client stakeholders and product developers at Citi. Assessing and analysing core product benefits and advantages, we drilled-down to establish Velocity’s USPs before applying this insight to create the thought-provoking messages and visual language behind a full relaunch campaign.

We then applied the new product brand – which was designed to work in perfect alignment with the existing logo – to a suite of channels from advertising and literature to experiential and internal comms.

The result

From its multi-platform re-launch in 2012, we’ve helped Velocity to become more than an access point for FX trading. Powered by its new brand and comms platform, it has become a vital tool in proprietary research, real-time execution and post-trade, taking its offering to a far wider audience.