CBOE (Chicago Board Options Exchange)

Execute Success
 
The challenge was to refresh CBOE's brand presence and further differentiate it from its competitors.
As the cornerstone of this effort, Stein + Partners created the "Execute Success" positioning and strategy. Beyond the tagline, it acted as the company-wide mission and promise for customers, stockholders and employees. It also extended to all other incarnations of the new positioning (print/online/outdoor advertising campaigns and marketing).
 
Role: Design Director/Designer (at Stein + Partners)
Logo system
Since the client did not want to redesign its logos, the concept was to "re-stage" the logos, creating a new visual environment that incorporated the new tagline.
This extensive logo suite encompassed all CBOE's properties (CBOE corporate, Future Exchange, Stock Exchange, etc.). Each of them exists in multiple versions (top and bottom lock-ups, white background for corporate communication) while remaining  consistent.
Stationery system
The stationery system use the "simpler" version of the logos, on a white background.
Internal communication materials
All templates were delivered in Word format for easy internal updates.
Thought-leadership, marketing and sales communication (white papers, sell sheets, Powerpoint template)
To give CBOE full control of their own material, all documents were delivered as templates, including charts and data treatment.
With all these new communication materials, there was a need for robust and detailed Brand Design Guidelines (including guidance for Word and PowerPoint implementation for employees).
Internal impact
The new branding helped to focus and enhance the company’s culture across the organization.
The brand was rolled out and activated internally via video and comprehensive brand messaging and design guidelines – as well as signage and environmental branding throughout CBOE’s offices and trading floor. The new branding helped focus and enhance the company’s culture across the organization.
Product microsites
Three product microsites were developed to leverage innovative proprietary products that gave a real advantage to traders and investors.
Emails and landing pages
CBOE social channels
Advertising campaigns (following the new visual branding blueprint)
Environmental design
The program included signage and environmental branding throughout CBOE’s offices and trading floor.
And of course, most importantly, the design for an internal Award statue and a coffee mug!
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