THE SMALL EXCHANGE
The future of futures
Bobby on This Brand
Brand Strategy
Brand Identity
Campaign Strategy
Creative Direction
Design
Copywriting
Trading futures is notoriously difficult. Highly leveraged risk. Wildly disparate products. Steep learning curve.
The Small Exchange was designed to lower the bar of entry for everyday traders with smaller, simpler products. The hedgehog, a multicultural symbol of good fortune, was chosen to participate with the towering bulls and bears of traditional institutions.
Website design was airy and minimal to balance necessary complex financial information. Copy was written in a clear, conversational tone to reduce intimidation for traders unfamiliar with futures.
Sniffing Out Traders
The Small Exchange had a very small sales team, and digitally targeting this highly competitive B2B audience was not possible with a small budget.
Our insight was that although exchange services function in a digital space, many futures industry professionals live in same Chicago suburbs and commute through the same train station every single day.
Bright digital video ads dominated the space around trading hours.
It’s a whole lifestyle
Exchange participant tastytrade also published Luckbox Magazine, which interwove lifestyle and trading content. It was originally published as Futures Magazine and still retained over 90% of its circulation. Full-page ads made for an efficient and effective channel to generate initial awareness.
