DCMA is a registered securities broker-dealer, a futures commission merchant, a Primary Dealer of U.S. Treasury securities, and a member of the New York Stock Exchange and other major U.S. exchanges. Currently, they focus mainly on sales and trading of Japanese, Asian, and U.S. equities, fixed income instruments, financial futures, and investment banking.  

Objective

Daiwa Capital Markets a futures commission merchant, a Primary Dealer of U.S. Treasury securities, and a member of the New York Stock Exchange and other major U.S. exchanges was looking for a new Website that represented their company culture to attract Millennial employees. Additionally, Daiwa Capital Markets (US) wanted unique value proposition positioning in the US marketplace to differentiate themselves from the Japan main office.  

Approach

After conducting several interviews with key executive leaders and directors of HR several strategic brand workshop were conducted with all department heads to uncover unique service level value propositions and views on company culture. Once knowledge share was complete Lounge Lizard brand tenders crafted key messaging concepts and worked with the user experience team on creative executions that aligned with the brand messaging under the Lounge Lizard “7 Second Rule” of engagement.  

Impact

The new Daiwa Capital Markets Website is not just another registered securities broker-dealer Website. The site humanizes the company and encapsulates the true corporate culture and business methodologies. The Website also showcases the firms expertise in sales and trading of Japanese, Asian, and U.S. equities, fixed income instruments, financial futures, and investment banking.