Currencies Direct unveils new positioning

Currencies Direct, the UK foreign exchange firm, has rebranded its business and logo using “money without frontiers” as its ethos.

Currencies Direct
Currencies Direct campaign

The move is designed to position Currencies Direct as a brand that uses its expertise and innovative technologies to break down barriers for its customers.

The business has reinvented its logo as an ‘energy button that makes things happen’ which will be featured more prominently in all marketing communications, but the firm’s black and orange colour scheme has been retained.

The rebrand was designed by advertising agency The Gate, and will be supported by a multi-platform campaign spread across public relations, internal communications, website development and online advertising.

Ignacio Hernandez, managing director of Currencies Direct, says: “There has been such a degree of commoditisation in the industry and we want to show how we are different than everyone else.

“For us, service is what stands us out ahead of the competition: our knowledge, insight and ability to get things done.”

Richard Hayter, executive creative director at The Gate, adds: “Currencies Direct is demonstrating that, at a time when consumers are highly cautious in their outlook, it is an optimistic, energetic and innovative business.”

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