TradeStation gives everyone a ‘fresh look’

US-based TradeStation, a Monex Group company and award-winning online broker-dealer and futures commission merchant, hosted a “pop-up” event offering participants the chance to “Get a Fresh Look” with free haircuts, blue dye jobs and blue wigs at New York City’s transportation and entertainment hub, the Oculus, on March 27-29.

In addition to haircuts and dye jobs, the “Get a Fresh Look” event offered a “selfie wall” for attendees to show off their new looks and an iPad station to explore TradeStation’s innovative desktop, mobile and web trading platforms. TradeStation also hosted an interactive simulated trading competition, offering Amazon gift cards to the day’s top traders.

The “fresh look” theme of the Oculus event mirrored TradeStation’s own rebranding effort in the past year, which included a fresh new redesign of the TradeStation.com website, logo and online user experience.

“We’ve changed a lot this past year – enhancing our award-winning trading platform, simplifying our pricing and refreshing our overall look and user experience,” said John Bartleman, President of TradeStation Group, Inc. “We’re thinking outside the box, and this pop-up event is our opportunity to celebrate, have some fun and invite everyone to take a fresh look at TradeStation.”

New York based marketing, advertising and design agency DiMassimo Goldstein (DiGo) which came up with the Fresh Look Barber Shop concept, maintained that “in the past few years, TradeStation had been undergoing a transformation at all levels — from its identity, to its target audience, to its platform, to its pricing strategy, to its marketing strategy. With all of these changes, the company felt it was a great time for traders to see TradeStation in a new light.”

“We focus on bringing brands to life through inspiring actions. This activation provided a chance for visitors to experience TradeStation in an immersive, fun and interactive way that they may not expect from a financial brand,” said  CEO of DiMassimo Goldstein, Mark DiMassimo.

DiGo worked with Grandesign on the project. A Grandesign statement said: “When DiGo and TradeStation asked us to help create this unique pop up we jumped at the opportunity. Of course, there were challenges on how to create a pop-up barber shop without access to things like running water, but we solved each problem with unique solutions at every corner. The Oculus is truly a beautiful and premium venue to activate within but, being a major transportation hub in a highly secured building it does require smart proper planning. Grandesign is always looking for new challenges to build unmated consumer experiences.”