My Role: Creative Director @ Cognito
MarketAxess is the global leader in electronic trading of global credit products.
The team were tasked with creating an infographic from scratch to illustrate how MarketAxess trade in municipal bonds.
The concept “MarketAxess Muniverse” showcased the history of Municipal Bonds and MarketAxess’ part within that history, as well as illustrating how each element of bond trading has radically changed from the past to present. We also evolved the branding guidelines for MarketAxess to include guidelines on the best ways to utilise the infographic.
The uptake of the campaign has been tremendous resulting in a great number of users engaging with the infographic on tweets, increasing the clickthroughs to the website with a high rate of conversion from engagement to leads.
The infographic was cleverly designed to allow each panel to be used seperately on social media and in email campaigns driving intrigue and increasing traffic. Splitting the infographic into parts allowed the campaign to run over a longer period of time. Digital templates were created to allow the client to amend the copy and email and/or repost.