The Challenge
Though ViewTrade had been operating for two decades, its brand no longer matched the full extent of its capabilities. It ran brokerage solutions under “ViewTrade Securities” and its tech offering under “Orbis Systems” – two separate identities that often confused clients and obscured the firm’s full offering. Forefront was brought in to unify the narrative and elevate ViewTrade as a single, comprehensive fintech force.
The Strategy
We focused on bridging the gap between ViewTrade’s technology strength and its brokerage roots. The positioning highlighted the firm’s capacity to empower its clients globally with scalable, flexible infrastructure – not just through one product or service line, but an integrated suite built for cross-border trading and fintech evolution.
The Execution
Starting from the messaging architecture, we consolidated the two legacy brands into one – “ViewTrade” – and built a new visual identity that reflected the unified vision. The brand and website were designed to emphasize clarity, modularity and energy. Dynamic animations, bold colors, streamlined navigation and crisp copy all worked together to highlight the firm’s breadth and relevance. New sales and marketing collateral, launch assets and communication plans rounded out the rebrand effort.
The Impact
The rebrand successfully repositioned ViewTrade as “The Force That Powers Fintech,” giving clients and prospects a clearer window into the firm’s full capabilities across brokerage, technology and global markets. Since launch, ViewTrade has been back in market conversations, better able to claim its space in fintech dialogue and align growth with perception.
