TradeApp Case: Brand Refresh and Marketing Strategy for Global Expansion
Overview
TradeApp is a fintech platform for trading and investments. The company has been in the market for several years, but only now is it stepping onto the global stage with a refreshed look. Its core products are an app for trading financial markets (Forex, CFD) and services for traders.
TradeApp focuses on user-friendly UX, modern design, and transparent communication. The main audience is retail traders and investors, primarily men aged 20 to 60, looking for reliable, easy-to-use platforms for trading.
Services provided
Problem
At the start, the client didn’t have a well-defined brand identity: the visual style looked outdated, and the website didn’t match audience expectations. Before entering the global market, they needed to refresh their identity and build a full positioning strategy.
TradeApp operates in a highly competitive niche already filled with international brokers and trading platforms. The key challenge for TradeApp was a lack of trust and the need to compete with global brokers that have far larger marketing budgets.
Objective
Create a new brand book and logo, design and launch a modern website, and develop a complete marketing strategy.
What We Did
Studied the product and highlighted key advantages
We started with a call with the client to clarify project goals, core positioning, and expectations for the campaign. This helped us align on priorities and build a shared understanding of the tasks ahead.
Next, we carried out a brand and website audit. During the analysis, we identified weak spots in the user experience, pinpointed areas that created distrust among the audience, and highlighted TradeApp’s unique selling points:
- Scalability: higher funding limits ($2M vs. competitors’ $200K–$600K)
- Profit splits: 90%, among the highest in the industry
- Fast payouts: instant withdrawals with multiple options
- Lowest entry fees: $79 challenge fee, refundable upon passing
- Flexible trading rules: no restrictions on news trading, plus agile add-ons for funded accounts
These insights became the foundation for updating the brand and developing the marketing strategy.
Developed a brand identity and visual concept
We created a modern identity that highlights the brand’s technological edge and transparency, while making it feel more approachable and clear for the audience. The visual concept combined a user-friendly approach with fintech aesthetics: dark backgrounds, bold accent colors, and clean, minimalist graphics.
The new style became the foundation for the website and marketing materials
Designed and launched the website
When creating the structure and design of the new site, we focused on usability and conversion. Special attention went to navigation and visual delivery: bold numbers, clear offers, and strong calls to action. This approach made it easy to communicate TradeApp’s key advantages right away.
We built the UX so that users could move smoothly from the first screen to choosing a plan and registering. Different user flows were tested, and the site was fully adapted for mobile devices to ensure it worked equally well across all audience segments.
Prepared the marketing strategy
To build the strategy, we defined the target audience segments and mapped out the customer journey to shape content strategy for different stages of the funnel. Within the CJM, we applied a marketing model focused on communication and calls to action. This approach differed from a product CJM, where the emphasis is usually on interactions with product features and screens.
For each audience segment, we identified the key triggers
Based on the audience analysis and CJM, we developed a comprehensive go-to-market strategy built around three directions:
- SEO & Content: educational articles, case studies, and materials to drive organic traffic and build trust.
- Advertising: targeted campaigns and retargeting to quickly attract new users.
- SMM & Community: social media management, engaging content, and growing a community of traders.
A content strategy for both beginner and experienced traders: from simple explanations of basic terms to advanced techniques, strategies, and user success stories
Results
The client received a new brand book and identity, a modern website that matched user expectations, and a foundation for launching strategic marketing activities. Visually, the brand began to look stronger and more up to date, which improved audience perception and created a solid base for future campaigns. The project was fully prepared for market entry and the launch of marketing.
The project team
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