Rebrand of Market Surge Premium Investing Platform

A full brand rebrand for MarketSurge from Investor's Business Daily, featuring a brand new logo, color system, and design system extended across marketing, onboarding, and social. The result is a bold, solid identity designed to help investors navigate the market with greater clarity and confidence.

OVERVIEW

From MarketSmith to MarketSurge

Investor's Business Daily's flagship stock research and charting platform, MarketSmith, was rebranded into MarketSurge. Backed by the Dow Jones network, the transition went beyond a new name and logo — we modernized the interface, reimagined the brand identity, and introduced new technical analysis tools and features.

My role
I partnered closely with stakeholders and marketing throughout the rebrand, helping shape both the strategic direction and the visual execution.

  • Brand Identity & Logo — Designed the new logo and led the overall brand identity direction

  • Naming — Contributed ideas during the naming process for the new platform

  • Design System — Built out the design system to ensure consistency across all touchpoints

  • Cross-functional Collaboration — Worked alongside design and UX teams to align brand and product experience

  • Presentations — Created and presented brand work in company-wide presentations

  • Marketing — Collaborated with the marketing team on landing pages, ads, presentations, social media, and video content

My role
I partnered closely with stakeholders and marketing throughout the rebrand, helping shape both the strategic direction and the visual execution.

  • Brand Identity & Logo — Designed the new logo and led the overall brand identity direction

  • Naming — Contributed ideas during the naming process for the new platform

  • Design System — Built out the design system to ensure consistency across all touchpoints

  • Cross-functional Collaboration — Worked alongside design and UX teams to align brand and product experience

  • Presentations — Created and presented brand work in company-wide presentations

  • Marketing — Collaborated with the marketing team on landing pages, ads, presentations, social media, and video content

Stage 1: Logo, Identity & Design System

The first phase centered on establishing a new logo, brand identity, and design system — bold, solid, and built to reflect MarketSurge as a modern investing platform. I presented concepts to stakeholders and brand teams for feedback, and shared progress in company-wide meetings and standups to keep the team aligned every step of the way.

PROCESS

Stage 1: Logo, Identity & Design System

The first phase centered on establishing a new logo, brand identity, and design system — bold, solid, and built to reflect MarketSurge as a modern investing platform. I presented concepts to stakeholders and brand teams for feedback, and shared progress in company-wide meetings and standups to keep the team aligned every step of the way.

Stage 2: Designing the UI

With the brand foundation in place, the focus shifted to the product itself.

  • Brand Alignment — Partnered with the UX team to ensure the new UI reflected brand standards

  • Assets — Helped create supporting design assets

  • Feature Alignment — Collaborated on new product features

  • Collaboration — Ongoing standups and 1:1s to stay in sync

Stage 3: Marketing Deliverables

Once the brand and product were ready, I partnered with marketing on pre- and post-launch planning, then helped bring the new brand to life across every touchpoint:

  • Landing Pages — Pre-launch and post-launch pages to drive conversion

  • Email — Acquisition emails, a 7-email new user series, and a 5-email onboarding series

  • Social Media — Assets to introduce the brand and drive awareness

  • Advertising — Print ads, plus digital static and motion ads

  • Video & Motion — Video assets and micro animations

Stage 4: Presentation and handoff

  • Final Presentation — Presented the completed brand and product work to stakeholders and leadership

  • Handoff — Partnered with development and marketing teams to ensure a smooth transition from design to execution

  • Brand Consistency — Supported teams post-handoff to maintain brand integrity through launch

Stage 4: Presentation and handoff

  • Final Presentation — Presented the completed brand and product work to stakeholders and leadership

  • Handoff — Partnered with development and marketing teams to ensure a smooth transition from design to execution

  • Brand Consistency — Supported teams post-handoff to maintain brand integrity through launch

Stage 2: Designing the UI

With the brand foundation in place, the focus shifted to the product itself.

  • Brand Alignment — Partnered with the UX team to ensure the new UI reflected brand standards

  • Assets — Helped create supporting design assets

  • Feature Alignment — Collaborated on new product features

  • Collaboration — Ongoing standups and 1:1s to stay in sync

Stage 3: Marketing Deliverables

Once the brand and product were ready, I partnered with marketing on pre- and post-launch planning, then helped bring the new brand to life across every touchpoint:

  • Landing Pages — Pre-launch and post-launch pages to drive conversion

  • Email — Acquisition emails, a 7-email new user series, and a 5-email onboarding series

  • Social Media — Assets to introduce the brand and drive awareness

  • Advertising — Print ads, plus digital static and motion ads

  • Video & Motion — Video assets and micro animations

Stage 5: Development Collaboration & Launch Plan

  • Bi-Weekly Standups — Ongoing check-ins with the development team throughout the build

  • Alignment — Partnered closely with dev to ensure design fidelity and brand consistency

  • Launch — Supported the team through final implementation to a successful launch

Stage 5: Development Collaboration & Launch Plan

  • Bi-Weekly Standups — Ongoing check-ins with the development team throughout the build

  • Alignment — Partnered closely with dev to ensure design fidelity and brand consistency

  • Launch — Supported the team through final implementation to a successful launch

REFLECTION

The MarketSurge rebrand went beyond a new logo and brand identity. It reimagined what it means for active investors to feel more confident in the market. Through a bold new brand identity, a modernized product experience, and a company-wide effort across design, UX, and marketing, MarketSurge transformed a legacy platform into a tool that empowers investors to make smarter, more confident decisions.

Along the way, we listened closely to our community and added new features based on their feedback. The most requested addition was an earnings line, giving investors a clearer view into the data that matters most.

REFLECTION

The MarketSurge rebrand went beyond a new logo and brand identity. It reimagined what it means for active investors to feel more confident in the market. Through a bold new brand identity, a modernized product experience, and a company-wide effort across design, UX, and marketing, MarketSurge transformed a legacy platform into a tool that empowers investors to make smarter, more confident decisions.

Along the way, we listened closely to our community and added new features based on their feedback. The most requested addition was an earnings line, giving investors a clearer view into the data that matters most.

Role: Creative Lead
Industry: Fintech
Duration: 6 months

Role

Creative Lead

Industry

Fintech

Duration

6 months

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© 2026 Tina Simpkins. Think deeply. Design clearly.

© 2026 Tina Simpkins. Think deeply. Design clearly.

© 2026 Tina Simpkins. Think deeply. Design clearly.