Mitie

Often quoted in Silicon Valley circles is Facebook’s famous mantra “Move Fast and Break Things”. The unofficial motto of startups, it encapsulates not only a willingness to disrupt the status quo, but also a necessity to constantly be iterating, improving, and not worrying about the consequences until absolutely necessary. So what happens when you want to bring that same mindset to the world of Wall Street where innovation runs head-long into decades of necessary security and regulatory procedures? What happens when you have an innovative service, app, or platform that can only receive an update every 4-6 months? “Move fast and break things” won’t fly in that environment, so OpenFin set out to create a new world where  companies could “move fast and break nothing”, launching the first OS created specifically for Capital Markets.

The challenge for Clarity was two-fold: at first glance, OpenFin is both “too techie” to appeal to finance press and “too financie” (a new word we just made up) to appeal to tech press. The company needed a messaging and communications strategy that spoke to the complexity of the problem and the sophistication of their solution in terms that were accessible to each audience without sacrificing their credibility by oversimplifying in any given direction.

Clarity worked closely with the OpenFin team to establish muti-faceted messaging that could adapt to any audience and remains at the core of the company’s product marketing. We then embarked on a communications campaign that mixed OpenFin-owned events, industry speaking roles, contributed content, and product/company announcements with stellar results both in the finance and tech worlds: