Problem/Opportunity

The opportunity was to create a new brand in the mortgage broking, financial planning and wealth management sector. This new brand would compete against Yellow Brick Road, Aussie, Mortgage Choice and the big four banks, plus a host of other smaller brands.

Strategy

Focus on how their ‘low cost of entry’ business model allowed experienced financial planners and wealth management advisors to run their own businesses and be independent and free to offer the best solutions to suit their customers.

Brand Design

The symbol is a stylised representation of a light globe, but with the filament in the shape of two leaves on a sapling. The illustration style is modern and geometric, using a single, uniform-width line which ensures the symbol is distinctive and recognisable at all sizes and on any background.

In their own words

Heinrich Jacobs, Managing Director