Expand business through online strategy
International Securities Exchange needed a next-generation website to support its expanded offering and evolving brand.
Situation
Aligning a corporate website with a firm’s culture and business objectives.
When International Securities Exchange (ISE) launched in 2000, it posed a significant challenge to traditional options exchanges as the first electronic-only U.S. options exchange. Within three years, ISE had become the largest U.S. options exchange, powered by the founding principle that technology and fair market structure enable better quality trading for investors. As the firm grew, it expanded its offering beyond the options exchange to include a stock exchange, market data and trading tools. Its brand, however, remained closely tied to options. Recognizing the importance of repositioning ISE during this critical growth period, the firm embarked on developing an online strategy to raise awareness of its changing offering.
Solution
Bringing clarity and brand personality to the web.
Carpenter Group developed an online strategy that extended ISE’s brand beyond its legacy as an options-only exchange. The redesigned website opens with a bold homepage that clearly articulates the new ISE brand positioning and provides one-click access to its primary lines of business. The new site leverages the core strength of the original site – its abundance of valuable market data – by organizing this wealth of information around user needs. Frequently accessed, high-value content is prominently featured on landing pages and a flexible architecture supports ISE’s expanding business model. The transformed website provides easy access to real-time market data and has become a primary customer touch point, differentiating ISE from key competitors.
