A Revolutionary Brand for a Revolution on Wall Street
The leadership at Lumineye – Wall Street veterans and software pros whose passion for trading is matched by their collective experience building high-end trading platforms – shared a vision: create a platform to arm institutional traders with the insight and precision typically available only to the largest investment firms.
The vision, however, didn’t end there. Developing trading algorithms is typically a weeks-long affair, requiring teams of PhDs and millions of dollars of IT infrastructure. What if this new platform could allow users to envision, build, test and execute any possible strategy – no matter how complex – in just hours?!?
After several years of rigorous development and testing, Lumineye knew that they were on the cusp of launching a true industry revolution. They also knew that a company delivering such powerful technology needed an equally powerful brand.
Brandstone guided a Lumineye team through our proven, three-step brand-development process: (1) an internal brand articulation workshop; (2) in-depth customer interviews; and (3) a detailed competitive analysis. We also convened a roundtable discussion with some of the industry’s most well-respected institutional traders, gleaning their vital perspectives.
Through these exercises, we were able to clarify the vision and articulate Lumineye’s compelling “why”: to let traders see – and capitalize on – any market possibility. They also served to coalesce Lumineye’s people around a powerful sense of purpose: forever changing the institutional investing game.
As dictated by the resulting positioning and messages we developed, a product and company this revolutionary needed a new and resonant name and tagline: “KnowVera: True Market Insight.”
Bridging the concepts of “knowledge” and “truth,” the KnowVera brand – complete with new logo and state-of-the-art website – ideally positions the company as a leader in providing institutional investors with something they’ve desperately wanted: the ability to quickly explore any possibility in seeking the highest returns for their clients.