Project Overview
SMSF Academy, an online platform offering resources for self-managed super funds, was rebranded by T&G as Smarter SMSF. They needed a new name, design and positioning to be rolled out in time for the annual SMSF National Conference that would position them as the most trusted SMSF platform in Australia.
Project Commissioner
Project Creator
Team
Strategy: Darren Taylor
Creative Director: Michelle Eden
Identity Design: Sheila Papp
Project Brief
A new logo and style guide to reflect the expanded ambitions of the rebranded company.
Project Innovation/Need
Smarter SMSF is an innovative, cloud-based platform for accountants and financial planners. They needed branding to reflect their leading position through their focus on technology and specialisation. At the same time they needed to communicate to financial professionals that they were friendly, helpful and knowledgeable, not inscrutable or arrogant.
Design Challenge
The challenge was to make Smarter SMSF look smarter than the competition while at the same time conveying their user-friendliness. The brand relies on clever and fun messaging coupled with clean and minimal layouts to stress approachability and helpfulness.
The ‘S’ icon is an abstract portrayal of a coin, acting as a symbol for wealth. This shape has been modified and shifted in an upwards motion to illustrate wealth created by superannuation.
The colour palette utilised is welcoming and kindhearted. This exudes a nurturing and caring feeling which helps it to stand out amongst competitors who utilise more corporate and safer colour schemes. It positions Smarter SMSF as an industry leader, as a brand that is confident, innovative and trustworthy.
Effectiveness
The response to Smarter SMSF’s rebranding at the SMSF National Conference was very positive. leading to many new customer acquisitions. Co-founder Aaron Dunn was so impressed by T&G’s efforts that he interviewed Managing Director Darren Taylor for the SMSF podcast. Aaron said: “The outcome of this process has translated much further than just in revenue - most importantly, we have a brand that reflects 'us' - something which the Taylor & Grace team were able to identify early on in the process and then have this run right through the process - from website design, colour palette, through to the clever messaging in our t-shirts.”
Graphic Design - Identity and Branding - Corporate
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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