The New York Mercantile Exchange transformed itself from a small ag-based commodity exchange into the world’s leading energy exchange. To signal this change and put a spotlight on the organization, CN Foundry drove the re-branding process. This included not only the design of a new mark and branded communications, but also the creation of the NYMEX acronym to replace the outdated “Merc” nickname attached to the exchange. CN’s public relations teams mounted a sustained campaign to make sure the new NYMEX name became part of the everyday speech of traders and commercial worldwide. Today, as a division of the Chicago Mercantile Exchange, NYMEX continues as the world’s premier energy futures exchange.