Global X ETFs has launched a refreshed website and its largest-ever brand campaign to strengthen its position in thematic investing. The initiative introduces an updated brand identity and a redesigned digital experience for financial advisors and individual investors.
Both initiatives were created by the company within a period of nine months. Prior to the launch, Global X conducted research on more than 700 financial advisors and individual investors. The company also carried out interviews with more than 30 internal stakeholders and close to ten clients.
“Running in parallel, the brand uplift and digital transformation were delivered by a small but dedicated team in just nine months,” explained Christopher Adams, Global X’s Chief Marketing Officer. “The brand defines our story, and the website brings it to life. Now we’re sharing them with the world by launching the most expansive integrated media campaign in our history.”
Improving the Global X ETFs Website
The redesigned website aims to make fund information and investment resources easier to find. It features a refreshed visual identity and a more streamlined browsing experience.
Furthermore, better details on fund pages emphasize information important to clients. The unified search allows visitors to find fund data and thought leadership content. Visitors will also be able to search for funds using more detailed parameters.
Furthermore, Global X has simplified subscription sign-ups and access to newsroom content. A new fund comparison page lets clients evaluate products across different fund families.
“The new site was built with one goal in mind: making it faster and easier for advisors and individual investors to find the information that matters to them. The result is a cleaner and more flexible site that excels at showcasing our funds and our content,” Adams said.
Refreshing the Brand Identity
Three primary goals were set for Global X during the brand refresh process. The first one was improvement in the design and personalization of the client experience. The second goal was increasing the speed of content production using new tools. And finally, the creation of a digital funnel measuring visitor demand.
According to Adams, Global X’s in-house design team reimagined the firm’s nearly two-decade-old branding. The team created a bold visual identity while preserving familiar elements.
Expanding the Advertising Campaign
The campaign launches across print and digital publications, podcasts, social media, and streaming television. In addition, Global X plans to use digital billboards. This marks its second out-of-home advertising initiative in two years.
Global X was established in 2008 and provides more than 120 funds on disruptive technology, equity income, commodities, thematic approaches, and core investments. The newly launched fund will assist it in its efforts towards providing innovative investment products and relevant financial data.
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News Source: Businesswire.com
