S&P Global
Modernizing the legacy of Standard & Poor’s through a digitally led brand transformation.
Solution
S&P Global, the leading provider of transparent and independent ratings, benchmarks, analytics and data, needed to unite its cross-division functionality and content under one digital platform to better enable users to make their financial decisions with conviction. Firstborn was asked to show the power of S&P Global’s capabilities and brand by creating a unified digital experience that would represent the company’s many complex offerings under the singular focus of providing essential intelligence to companies, governments and individuals.
S&P Global’s existing content ecosystem was fragmented, so we performed a comprehensive content audit of all properties within the existing digital ecosystem, evaluating thousands of pieces of content from various sites against brand/quality guidelines. Once we devised a new content hierarchy, we added a dedicated “Insights” section to the site, where the brand could share the vast amount of intellectual capital that its world-renowned experts produce every day. Using the brand’s new voice and positioning, we worked to establish S&P Global as a thought leader across financial markets.
This Insights section now aggregates the best content across the entirety of the brand’s divisions and products.
We also extended the brand’s “Essential Intelligence” positioning to define how we communicated on each page of the site. We simplified the navigation in order to focus users on what matters most. From there, we defined a minimal and considered visual system that works across all of S&P Global’s divisions. Our goal was to make sure each division felt like one part of a cohesive whole that worked together to deliver the intelligence people need every day.
Results
We armed S&P Global with a digital experience that reflects and strengthens the brand’s leadership in the industry. We created a future-facing blueprint for the consolidation of their brand and product ecosystem, so that the insights gleaned by the effectiveness of this redesign can inform future optimizations of other products and divisions.
