Adding the CETIP brand - a strong and recognized brand - to the already traditional BM&FBOVESPA/CETIP or creating a new brand?

The choice was to create a new brand as the moment demanded a clear signal for the market - and for the entire organization - that from that moment on they would be a new company, with a stronger and different culture and value proposal.

In order to achieve that, we created the concept of POWER, a simple and powerful concept that can synthesize all the value that this fusion would bring to the market: that of empowering the market and empowering Brazil, synthesized in the expression SIMPLIFY TO EMPOWER.

All our actions, media and events, every detail was thought to translate this brand and its new positioning.

In 24 hours, 3 launch events for employees, customers and the press.

5 buildings transformed, including the Stock Exchange building, a historical heritage of the 40's, listed as a symbol of the city of São Paulo.

An unprecedented action between two of the largest newspapers in Brazil. Daily newspapers Estadão and Folha de São Paulo, recognized for their power and for being strong competitors, on the morning of the 30th were delivered together. The most influential mailings in Brazil were also empowered through the grouping of different subscribers.

Weekly magazine Veja, one of the most read magazines in the country, had a sequential add in print and digital versions that accurately translated each representation of the brand.

As well as the specialized media in the cities of the world's largest stock exchanges.

For the market, the emergence of a merger and a new brand was an absolute secret. We were dealing with the Stock Exchange of a country and an entire capital market. Leaking any information would have serious economic implications. That is, from the official announcement by CADE - (Administrative Council for Economic Defense), regulator of the operation - everything should happen quickly. And that is how it went. Literally overnight. On 3/30/2017, Brazil woke up to B3, a company with world-class infrastructure.

5 buildings transformed, new corporate material, urban intervention (placing the brand as part of people's lives), communication actions with media outlets specialized in Economy and Business. TV channels, newspapers, magazines, radio stations, outlets from different parts of the world and Out-Of-Home media. Websites, social networks, intranet. And an unprecedented action between two of the largest newspapers in Brazil.

Overnight, the entire world was introduced to the new brand.