With its business now focused exclusively on fixed income, Broadway had to adapt in many ways, and we felt its brand had to reflect this evolution.

During the messaging and positioning phase of the project, we were struck by Broadway’s commitment to the human element. Chin articulated his vision for how trading technology should augment human intelligence, and how Broadway fosters a collaborative culture and consultative approach to client interactions. From these qualities, we created the tagline “Where Tech Meets Intellect,” which we believed to be a perfect encapsulation of how Broadway’s approach differs from other providers. With its well-known Toc platform for workflow optimization and a suite of powerful trading apps, as well as the ability to integrate any proprietary or third-party tool, Broadway required a human touch to both build and benefit from its solutions, and we wanted this to shine through to both sales prospects and potential hires.

That led us to make a key recommendation: ditch the “Technology” and move forward as simply “Broadway.” In speaking with our industry contacts, we found that Broadway already had name recognition and respect among the firms it wanted to reach – the extra word simply wasn’t necessary. The shortened name created a more concise, ownable brand while giving equal weight to the human element that defines Broadway’s business.