TP ICAP is the new parent brand launched to coincide with Tullett Prebon’s acquisition of ICAP’s global hybrid voice-broking and information business. It makes TP ICAP the world’s largest interdealer broker.

The challenge was to position the new organisation for the future and articulate its role in today’s society. There was a need to attract young, tech-savvy employees to the sector and company as well as develop a brand narrative that appealed to new clients. Finally, the new brand must keep employees at its heart.

Our key insight was that the markets TP ICAP operate in matter. To all of us. The continued economic health of companies, funds, countries and communities depends on sustainable, efficient trading. Therefore, TP ICAP’s brokers are professional intermediaries playing a pivotal role in the world’s key financial, energy and commodities markets.

Keeping markets in motion and making them safe, efficient and accessible – constant, purposeful motion – is the theme for the new brand. Since launch, TP ICAP plc has gone from strength to strength and is now perceived externally as the market leader. An Employee Engagement survey showed a high level of engagement with the new combined TP ICAP group. With 88% agreeing with the statement “I believe I personally contribute to a positive work culture”. And 87% agreeing that “the work I do is important to the company and valuable to clients”.

Brand Strategy
Brand Narrative
Brand Architecture
Logo
Brand Identity System
Brand Guidelines
Brand Films
Advertising
Brand Environments
Communications