Creative Leap has designed the corporate identity for the UK arm of the largest on-line independent financial news organisation, Thestreet.com.
The US-based on-line financial site launched Thestreet.co.uk last Tuesday. The service aims to provide private investors with realtime financial news, analysis and commentary, plus on-line share price information and personal financial advice. It boasts a strong team of experienced financial journalists, including four former UK newspaper city editors.
Thestreet.co.uk editor-in-chief Martin Baker believes the new venture will become a “must see” site. “There are some 16 million private shareholders in the UK, many of whom are on-line, and who are increasingly turning to the Internet, both for share dealing and information,” he claims.
“Our news-gathering and analytical skills, combined with investor guides, quotes and share-tracking tools, offer investors an exceptional resource and one that we are confident will help them improve the performance of their investment portfolios.”
Creative Leap director Trevor Bradford says: “The identity reflects the premium content of the site and is better suited to the European subscriber than the original American identity. This is a good example of the need to tailor brand identity to its cultural context. American brand identities do not always travel well across the Atlantic.”
The consultancy has also created a bespoke typeface to be used on-site and in corporate communications. Creative Leap creative director Mervyn Caldwell adds: “We’re seeing the separation of mature Web-based companies from the new kids on the block. These ‘second generation’ Web brands recognise the need to bring a degree of sophistication to their presentation.”