Ready to take a leap?Let’s talk.
Alpha Trading Systems was an alternative trading platform based in Toronto that offered trading and data services until it was acquired by the Maple Group and folded into TMX in 2012.
Alpha ATS was a successful alternative trading system, competing with the TMX by offering trading and data services at lower cost with better customer service. They saw an opportunity to create a new brand that would encompass an expanded offering with new listing exchange that would allow them to compete head to head with the TMX on all business lines.
Traders always want choice.
We built the solution on a core cultural trait that existed in the organization – Alpha was constantly innovating and challenging the market norms. This led to a new brand strategy positioning Alpha as the trusted, enterprising exchange, more in tune with the marketplace. The brand identity evolved to be more contemporary and subtly demonstrated that we were elevating markets with the simple use of the “stock ticker triangle” in the upward position and the tagline “Trade Up”.
Shortly after the rebranding, Alpha was acquired by the Maple Group who folded it into the TMX effectively removing their key competitor from the marketplace.
Copyright © 2026 Yield Branding. All rights reserved.
