industry:
fintech / trading
services:
brand strategy, social media, community marketing
the challenge:
Topstep needed to merge its two brands—TopstepTrader and TopstepFX—into one unified identity and digital presence. Each brand had its own website, audience, and social media channels, creating confusion for users and duplicate work across teams. The challenge was to consolidate dozens of accounts, align messaging, and introduce a single cohesive brand—without losing the trust and engagement of its community.
the solution:
As Social Media and Community Lead, I directed the digital rollout—merging accounts, aligning visuals, and producing launch assets and media to introduce the refreshed identity across platforms. Collaborating with leadership and agency partners, I ensured the community’s voice remained central to the process, maintaining trust and engagement through a transparent, well-executed transition.
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Audited and updated content across earned and owned digital media channels, ensuring alignment with the rebrand. Monitored and tracked updates for user handles, company descriptions, images, and other branded assets to meet rebranding deadlines effectively, ensuring a consistent identity across various channels.
Directed the launch announcement phase of the rebrand, taking charge of writing content, designing graphics, orchestrating a live Q&A with the founder, running a giveaway promotion, and developing FAQs in the new voice and branding with a goal of building excitement amongst our audience.
My Impact
Actively contributed to agency led creative sessions, prioritizing the representation of community voices in the development of our new brand—ensuring that our audience's perspectives were integral to the branding process.​​
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Spearheaded the development of a new apparel shop, guiding the entire process from Shopify website development to apparel design and printing. Aimed to cultivate brand loyalty within our community by recognizing and rewarding productive conversations, supportive community members, and unsolicited brand ambassadors who passionately defended the brand.
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Set the social media team up for success crafting a comprehensive social media playbook. Updated templates and standard operating procedures were aligned with the new identity of the brand, empowering our team to seamlessly promote and safeguard our new look and feel.​
Advocated for the development of the Topstep Community website page—a resource that was not available prior to the website redesign. Collaborated closely with development and graphic design teams, fortifying our new brand's competitive edge. Embracing a notion echoed within our community: they joined Topstep for the funding, but stayed with Topstep for the community.
