A Comprehensive Rebrand for a Global Forex Enterprise, Taurex
DIJGTAL was challenged with taking an existing forex trading brand, Zenfinex, and turning it into a globally recognised identity capable of delivering world class trading experiences. In the ever-evolving world of forex trading, standing out in a saturated market is no small feat. DIJGTAL was engaged to create a unique brand narrative and captivating visual identity, a global marketing and communications strategy, plus design a world class trading app experience — all aimed at setting an exciting new standard in the trading landscape. In this particular case study we’ll explore how DIJGTAL reimagined Zenfinex into the brand it is known as today, Taurex.
The Challenge
Taurex was facing several challenges in its quest to gain a competitive edge. The forex market is notorious for its complexity and saturated competition, with numerous established players and new entrants vying for attention. Taurex needed a unique and memorable brand identity that would resonate with a global audience and differentiate it from competitors. Additionally, as the company expanded into new regions and languages, it was essential to create a consistent brand narrative that would inspire trust and confidence that translates across the world.
Project Objectives
Rebrand Zenfinex: Develop a fresh and compelling name and brand identity that reflects the brand’s vision and strategy developed by DIJGTAL, i.e. to inspire financial confidence for traders and investors of the world, and establish itself as a leader in the global forex market.
Ensure Cultural Relevance: Tailor the brand identity to resonate with a diverse audience, considering cultural nuances and language differences.
A sneak peak at the Taurex brand guidelines
The Approach
To address these branding challenges, DIJGTAL employed a multifaceted approach, encompassing business strategy as well as research and validation. The process began with the ideation of a unique brand narrative that would serve as the foundation for Taurex’s identity.
1. Research and Brand Strategy
The first step in the rebranding process was to conduct extensive research to better understand the needs and preferences of Zenfinex’s target trading audience. DIJGTAL’s team used qualitative and quantitative methods — including surveys and interviews, to gain insights from over 150 people across 14 countries and 7 languages, in markets where this new brand intended to operate. The research confirmed that the name Zenfinex did not resonate with the intended audience, disconnecting it from who they wanted to be, and how they wanted to be perceived.
From these insights, DIJGTAL developed a brand strategy that would form the foundation of how the brand would live and breathe. A vision and mission statement were developed in-line with five core brand pillars, followed by the development of a distinct tone of voice that allows the brand to stand out from the competition.
2. Brand Narrative and Identity:
The brand strategy led to a new narrative that was anchored in discovery and exploration. In the same way that explorers have connected constellations to navigate their journeys, traders forge financial connections across the globe to build their trading success. We took the constellation of Taurus, the bull symbol of strength and success in the financial world, and combined it with the action of trading to form a new and exciting name, Taurex!
3. Visual Identity and Logo Design:
The next step was to design a memorable visual identity that would represent this captivating new brand. The logo’s design elements and brand mark were created to be globally recognised, regardless of language or location, and become an everlasting identity that could transcend into a cultural icon! The brand’s design systems were developed to be both compelling and versatile, capable of being applied across various mediums and platforms in different cultures and languages.
DIJGTAL developed brand guidelines that would maintain consistency in tone, messaging and visual elements — regardless of the region or language, and continues to grow the brand with Taurex through marketing and product initiatives.
The Outcome
The rebranding of Zenfinex into Taurex positioned the company as a formidable player in the global forex market.
Key Results:
- Establishment of a striking new and unique brand: The new Taurex brand identity was well-received by both existing customers and new audiences. The refreshed logo and visual identity established a strong and recognisable presence in the market, setting Taurex apart from competitors.
- Global brand awareness across five continents in eight languages: Taurex successfully positioned itself as a globally relevant brand, capable of inspiring confidence in traders and investors from various backgrounds.
Conclusion
By partnering with DIJGTAL, Zenfinex was able to create a new brand identity in Taurex that stands out from the crowd, inspiring trust and confidence among traders and investors worldwide. As Taurex continues to expand its reach, the strong foundation laid by this project will undoubtedly support its growth and success in the highly competitive forex market.
About DIJGTAL
DIJGTAL is an innovation-led strategic design and marketing agency, with offices in Sydney, Vancouver, and Los Angeles.
