Originally known as the Chicago Mercantile Exchange and the Chicago Board of Trade, CME Group has been a leader in financial risk management for more than 160 years.
With the merger of these companies came an opportunity to write a new chapter in the company’s history. Working with VSA, CME Group redefined how current and future customers, co-workers, prospective employees, partners, policymakers and the public see, understand and value the exchange. VSA has helped CME Group communicate its role as more than a source of financial futures—as a provider of risk-management resources that give leaders of all kinds the confidence to act and drive economic progress.
To bring a single vision to both enterprises in the $11 billion merger, VSA created a brand strategy that pinpointed the essence of CME Group: the confidence it gives leaders to invest, build and drive business progress. VSA worked with the company’s marketing team and C-level leadership to develop a strategy resource as well as a brand book and video for employees that explored what the brand essence means for them.