The Brief GTN is a global investment infrastructure provider, a single API giving brokers, banks, asset managers, and fintech platforms access to 90+ regulated markets and multiple asset classes across jurisdictions worldwide. The company occupies a rare position in the market: it has the agility of a fintech and the depth of an institutional player. The rebrand's goal was to make that positioning visible. GTN needed to sit confidently beside fintech-native competitors, while simultaneously signalling the institutional credibility that differentiates it from them. My Role Lead designer within the marketing team, reporting to the CMO. I worked across a multidisciplinary team including a web designer, product developers, regional campaign managers, sales teams, event booth designers, and senior stakeholders. The Process I began with competitive research, mapping how GTN's key competitors presented themselves visually and what positioning gaps existed. From that I built a rebrand strategy and creative direction, then executed it across every GTN touchpoint: brand identity, design system, website, social media, event spaces, marketing collateral, motion graphics, and embedded product UI. The sitemap and information architecture were rebuilt from the ground up to reflect GTN's expanded product suite and global regional structure. The Outcome The rebrand is currently in its final stage, with the GTN website scheduled to launch imminently, marking the first time the full visual identity system will be live across all digital touchpoints simultaneously. In advance of the website launch, the rebrand supported multi-region LinkedIn awareness campaigns across the US, LATAM, and APAC markets, providing the first real-world test of the new brand's performance at a senior audience level. Across three campaigns the creative generated over 67,000 impressions, reached approximately 4,900 unique decision-makers, and delivered 357 total clicks. The US campaign achieved an average CTR of 0.81% — nearly double the US B2B fintech industry standard of 0.40%–0.45%. Senior decision-makers engaged with the refreshed GTN brand across institutional banks and fintech platforms including Morgan Stanley, Kotak Mahindra Bank, ICICI Bank, BTG Pactual, Bradesco, UOB, CIMB, Fidelity Investments, and BNY Pershing — precisely the audience the rebrand was designed to reach. Top job titles engaging with the campaigns included Partners, Vice Presidents, Senior Directors, and Investment Directors across all three regions. The Americas homepage generated 971 sessions and 892 active users during the US campaign period. The global homepage generated 1,852 sessions and 1,600 active users during the LATAM campaign window. The full impact of the rebrand will be measurable upon website launch, at which point GTN's repositioned identity as the bridge between fintech agility and institutional expertise will be fully visible in market for the first time.