Project Description


  • Multiple logos
  • Outdated graphics

  • Confusing product names

  • Unclear retail-oriented tagline: FX your way


  • One logo with clear benefits for customers
  • Modern visuals with complete product information

  • Focus on single platform flagship brand

  • New tagline: What’s your edge?
  • Increased media coverage 50% including Tier-1 publications like the Wall Street Journal, Financial Times and Dow Jones

  • Won 34 FX industry awards over 6 years and changed market perception for leadership on key regulatory issues

  • Increased average daily trading volume to $98.6 billion in June 2012 from $15 billion in 2008

  • Completed highly successful IPO listing on the New York Stock Exchange (NYSE Ticker: FX) at $12.00/share in February 2012

  • Acquired by Thomson Reuters at a 40% premium to the stock price ($22.00/share) in August 2012.
“I had the pleasure of working with Lenore on a number of significant business initiatives. She was instrumental in developing FXall’s strategic messaging, clarifying our values and managing marketing and communications to all our stakeholders for our acquisition of LavaFX, successful IPO on the NYSE and subsequent acquisition by Thomson Reuters. Lenore is a consummate professional and a highly collaborative partner. I would not hesitate to work with her again or recommend her to anyone looking to differentiate their business from the competition.”
Phil Weisberg, Managing Director, Global Head of Foreign Exchange, Thomson Reuters (formerly CEO of FXall)