Launching a fintech leader’s new brand by making a splash in one of New York’s busiest financial hubs.
Challenge
After launching TradeStation’s new brand, platform, pricing structure, and sponsored Cheddar.tv show, we needed to create awareness outside of typical channels.
Goal
Introduce TradeStation to a new generation of traders with a one-of-a-kind branded activation experience.
Strategy
Set up the Fresh Look pop-up barbershop at the Oculus, giving out free haircuts, blue dye jobs and shaves to passersby, and sharing our platform through demos and trivia.
Role: Design Director
Agency: DiMassimo Goldstein
Team: Tom Christmann (CCO), Matt Peters (Sr. Designer), Erica Grau (Art Director), Dan Kalmus (Copywriter), Kevin Karp (Creative Director), Alessandra Pinho (Strategy Director), Nehal Harley (Account Director), Karen Tomlin (Director of Integrated Production), Melissa Mouzalas (Director of Project Management), Bailey Usdin (Associate Media Director), GDX Studios (Event Production)