Rebranding Oanda
With 25 years behind them, FX broker OANDA needed a considerable refresh to modernise their brand. With multiple awards for their strong customer service, we wanted to bring out their human side.
The graphic language of trading was used as a start point and given a playful, human aspect and we went for a more conversational tone of voice.
‘Candlestick’ trading bars moving down and up were referenced for the logo, creating a tick device. These bold shapes were then used in tandem with people and objects, using a more conservative dark blue with punchier colours from a new palette.
Now coming alive globally – in Singapore, United States (in a partnership with New York Red Bulls football team and the Red Bull Straight Rhythm moto-cross event).
And in exciting development, new DOOH and online campaign assets featuring new brand ambassador, Robert Lewandowski.
So what did I do?
I developed the brand and the identity, tilting graphic shapes that echoed trading bars to visually feel positive and relate to Oanda’s audience of ‘smarter traders’. This then extended to using a clean visual style alongside imagery of the target audience in a playful way.
Further down the line I was in charge of the art direction and filming of a campaign for the new brand ambassador Robert Lewandowski (who was a joy to work with despite having his leg in a cast thanks to an FC Porto midfielder the day before). And on football theme Oanda sponsor New York Red Bulls in the MLS, so I’m pretty chuffed to see my work rub shoulders (literally) with Lionel Messi.
Further campaigns promoting crypto and Oanda’s presence in US, Europe and Asia followed. These involved tapping into local culture to click with differing international audiences, appearing in the NYC subway, Times Square and in Singapore.
And this was also a great insight into how a successful in-house team worked, with humility, cooperation and a total lack of egos.
Working with Robert Lewandowski helped further cement Oanda’s position in Europe, with digital campaigns in Poland and Germany (and of course the UK).