To pitch the pending merger of two of the world’s largest stock exchange platforms, a series of (re)branding ideas begins to herald a shift in paradigm. It foreshadows the next financial market evolution where notions such as “inside vs. outside” or “east vs. west” become 20th century artifacts in growing and managing businesses and investments. Using a surrogate name for the merging entities, teasers and launch ads message a new leveled playing field in finance on a global scale. Print, TV, OOH as well as digital ambient pieces promote the notion that this shift is now centered on the individual, giving them access to achieve unimaginable goals.