A new branding framework for financial services leader

Xplore Wealth won the bronze award in the International Visual Identity Awards 2019.

Xplore Wealth provides Managed Discretionary Accounts (MDAs) to the financial planning market. The work Viabrand created for Xplore was awarded bronze in the Financial Services Sector of the International Visual Identity Awards.

With the client located in Sydney, Viabrand conducted a thorough brand discovery session with the company board over Skype. Following, we ran our brand development process, that included extensive research into the competitors, the industry as a whole, potential customers and relevant statistical data. We defined the brand personality that would best appeal to the financial services market while conveying the core truth of the business. We established a clearly defined strategy that was supported by a visual identity, plainly identified brand personality, messaging and language. The brand identity also needed to be flexible enough to support sub-brand product and service naming.

Design elements, colours, photo styles and language were combined across brand collateral.

Strategies for marketing the brand, including a corporate stationery and brand guidelines were built to aid the new brand system. After a collaborative engagement with the Xplore team we pitched the final concepts to the Sydney based client, with success. The business approved the new vision and agreed with how they would communicate moving forward.

The launch of the brand was completed with 9 product brands that complimented a clear and concise communication approach.

Sub brands are customer-facing entities that are presented as products (functionality) on the fintech system. The new branding framework was delivered to the in-house marketing team to rollout Australia-wide.