Since its founding in 1999, Tower has grown to become one of the trading industry’s most prestigious and well-respected firms. Part liquidity provider and part systematic prop trader, the firm wins based on its ability to attract and retain the industry’s best technologists and portfolio managers.

Despite this success, the firm has put relatively little focus over the years on its external profile. This approach was not uncommon among Tower’s peer set, especially in the 2000s and 2010s, when many trading firms deliberately attempted to remain under the radar. But with the changing times – firms like Tower are now extremely well known in the broader financial services industry, which in turn has increased the competition for talent – these firms have increasingly focused on their brands to aid in recruiting and retention. This has proven especially important to attracting younger audiences, who tend to value an employer’s approach to brand and design and seek online resources regarding culture and benefits more than previous generations.

With that as the backdrop, Tower’s directive to Forefront was simple: Develop messaging that would capture the firm’s unique culture and value proposition, as well as a website to support that positioning and reinforce Tower’s identity as an upper-echelon technology firm.