CME Group

Re-architecting for the future.

Challenge

Build logic into an expanding system of brands.

Organic growth, coupled with significant acquisitions, has made CME Group one of the world’s leading financial exchanges and derivatives marketplaces. In recent years, the group’s portfolio has gained multiple market-leading brands—each a global leader, and all with greater technology and data focus. CME Group needed an updated expression system that would fully represent its broader portfolio, attract new tech talent, and still promote its core promise of providing confidence.

Solution

Unify the brand story with the common denominator of fintech leadership.

From physical to digital, we redesigned the design system and experiences for a more contemporary, tech-forward impression. The backbone of the expression system is the grid, a visual structure inspired by the data and trading information that flows through CME Group. This symbol of interconnections and systems thinking also provides a templatized, flexible platform that unites the look of multiple product pages to improve traders’ experience and ease access to information. The grid system can adapt, move and scale to support messaging in any form that CME Group’s future requires.

Our work included

  • Brand strategy
  • Architecture and nomenclature system
  • Visual identity
  • Expression system
  • Masterbrand site
  • Campaign activation
  • Culture video