| Irish Stock Exchange
2011 REBRAND 100 > merit Enterprise Rebrand Country Base: Ireland Industry/Sector: Business and Professional Services, Investments, Financial Services, Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting Founded in 1793, the Irish Stock Exchange (ISE) operates three markets trading in Irish and overseas companies and in investment funds and debt. ISE's vision is to be the leading European specialist investment funds and debt exchange and the most agile market operator. Challenge Research indicated confused stakeholder perception of the ISE and of its brand. A revitalised, coherent and credible brand identity was needed to support the corporate vision, be valued by customers, staff and other stakeholders, and set the tone for a dynamic and innovative future. Repositioning the exchange to attract new revenue and enhance international business was the key strategic objective. Strategy Informed by stakeholder analysis and by brand essence and strategy workshops, we defined new brand identity, positioning, brand architecture and communications requirements. We created a new brand mark to emphasise the Irish Stock Exchange name and retained the castle element of the former crest to create a modern symbol while maintaining continuity and cultural links to Dublin city. We renamed and redesigned the identities of the ISE's three markets under one brand architecture to better communicate the breadth of the exchange's offering. Listing rule books now use bespoke visual patterns, strong typography, and distinctive colour-coding to ensure these complex documents are coherent and user-friendly. A comprehensive suite of digital documents and technical forms use common layout conventions, consistent structures and appearance. Result Staff buy-in has been enthusiastic. Customers have responded positively to the brand and the integrated communications they have received. This brand identity facilitates the ISE's business development objectives and equips ISE to deliver consistency in all interactions with customers. Credits: Client: Irish Stock Exchange - www.ise.ie Head of Strategy Planning & Brand: Daryl Byrne Head of Public Affairs & Communications: Ailish Byrne Chief Executive Officer: Deirdre Somers Brand Strategists/Designers: BFK - www.bfk.ie Brand Consultant: Martin Crotty Creative Director: Aiden Kenny Senior Designer: Patricia O'Flaherty Senior Designer: Clara Layden [back] |
