Global Positioning
When FIRMA Foreign Exchange came to DONOVAN, it was known as Globex, a foreign exchange company trading six billion dollars a year in currency from international offices in Canada, The United States, Australia, New Zealand, and the United Kingdom. They, however, needed a new name and a new mark to help them position themselves more competitively in a global market. They came to us with only a new name in hand; what they asked of us was to reinvent the company from the inside out, and help synergize and reinvigorate the culture of a global, growing company that had seen exponential growth over the last ten years. FIRMA’s new identity needed to be distinct from its competitors and it had to be authentic for its people. We needed to ensure that there would be a high degree of continuity for its current customers, preserving FIRMA’s commitment to trustworthy service.
Read more »On a tremendously tight timeline, and while negotiating with stakeholders the world over, DONOVAN forged the new FIRMA through our unique Brand Process. We stepped a steering committee of employees through the process of re-identification on our way to finding the heart of the company that could be expressed in a clear, competitive brand promise. Along the way we created a custom font for the new logo, overhauled all the collateral, and created four international websites and two domestic ones – one in each of Canada’s official languages.
The launch of FIRMA Foreign Exchange was an unqualified success. While DONOVAN put numerous measures in place in order to ensure a seamless transition from Globex, FIRMA management found that the roll-out was smoother than anyone imagined. FIRMA is now strongly positioned in international markets as one of the best foreign exchange companies in the market, providing real, personal service to thousands of customers around the world.
New identity created greater internal cohesion and shared values
New positioning gave FIRMA stronger competitive position in the market
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