Fastrack

Portfolio

JSE

Johannesburg Stock Exchange

The Challenge

The key shift needed was for all stakeholders to understand how brand had an impact on their business and how to improve their relations with their clients and perspective clients. 

Quite simply, it involved breaking down barriers and boosting the brand’s overall accessibility and relevance to the broader public. Our task was to reposition the JSE brand to propel it into the future and enable it to be far more responsive in a constantly changing environment.

The Change

We followed a multi-phased approach that included: brand audit; brand strategy; brand architecture; nomenclature and the establishment of naming conventions; revolution of all visual elements of the brand and finally the creation of a brand navigator to steer the entrenchment and success of the newly created brand. A broad array of stakeholders were engaged throughout the journey and managing their diverse interests was a challenge. This became particularly apparent in the brand architecture and naming phases. Ultimately the project culminated in the successful repositioning of the JSE as an accessible, dynamic and trusted investment platform.
The big idea that emerged from strategic insights was that the JSE provides a platform in which you can grow your wealth, which lead us to the brand proposition of “Driven for your growth”. The concept of a platform allowed Fastrack to completely revolutionise the brand from a structural and creative perspective. The aim behind the revolution was to bring the brand into fresh light and to shake off the old, Anglo-Saxon perceptions of the brand. In addition to this the brand was arranged and presented in a far more logical, inviting, approachable and energetic way.

The brand launched to the public on 7 April 2014, and was welcomed with much enthusiasm. As one of the JSE clients remarked at the launch: “Welcome to the 21st century, JSE”. The brand is successfully driving broader awareness and leads through being more engaging and accessible to the broader public. This is evident in communications and PR being far more inviting and engaging through tonality and messaging.

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