The Challenge

RJO Futures faced a significant challenge: their outdated website and branding lacked differentiation and emotional connection with their audience. To compete in a crowded market, they needed a modern identity that reflected their expertise and built trust with investors. I stepped in to help. At the core of the rebrand was a redesigned website, refreshed logo, and trust-driven messaging, anchored by the galvanizing statement: "If it's Futures, it's RJO." This cohesive approach aligned with their Sage-Hero archetype to position them as a trusted leader in the futures market.

The Approach - Strategy Workshops

Rebranding RJO Futures required a comprehensive and collaborative process, guided by insights from intensive workshops. Our work was focused across several key areas:

1. Strategic Foundations

We began with an in-depth discovery of RJO’s existing brand and a comprehensive analysis of competitors. This included building brand boards for RJO and its competitors, exploring websites and service offerings, and conducting SEO rankings analysis to identify opportunities. From these insights, we defined RJO’s brand archetype as a Sage-Hero hybrid, capturing their trusted expertise and forward-thinking values..

2. Customer Insights

Next, we turned our focus to RJO’s audience, diving deep into who they are, what they need, and how they engage. We built detailed customer personas and mapped both current and new user journeys via the website. Exploring best-in-class B2B websites, we generated hundreds of ideas, questions, and aspirations to understand what motivates users. These insights drove the creation of a website design that exceeded user needs, aligning functionality with purpose.

3. Brand Realization

The final phase brought the strategy to life. We applied workshop insights to create a new brand that seamlessly merges RJO’s archetype with user needs. This included a completely redesigned website, updated communications, and a refined voice and tone. The result was a cohesive, modern brand experience that connects with thoughtful investors across every touchpoint.

4. Building Bonds, Celebrating Success

Rebranding isn’t just about deliverables—it’s about relationships. After the workshops, the team celebrated together, reinforcing the collaboration and trust that made this project a success.

The Solution

The rebrand delivered a modern identity anchored by a redesigned website and refreshed logo. The website’s intuitive navigation, impactful visuals, and trust-focused messaging embody RJO Futures’ Sage-Hero archetype. The modernized logo reinforces their expertise and forward-thinking values. Supporting assets, including a unified visual identity, compliance-conscious messaging, and tailored Investor Kits, strengthened their market presence while ensuring consistency across all materials.

LOGO

COLORS

CUSTOM FONTS

ICONS

Video Explainer - Exploring Account Options

I collaborated with Animation Explainers in the UK to create an engaging video that explains RJO Futures’ account type services. Incorporating the new brand elements, the animation simplifies complex concepts, helping the audience choose the option that best fits their needs while reinforcing the cohesive, modern identity of the rebrand.