Living Lines were initially approached by Newstart Financial to re-brand their business concept to reflect the level of expertise and knowledge offered by their team.
The owner had originally purchased the business and continued to grow aligned with the predicted forecast. Although in his own words it felt his brand was a like a ‘Grandma & Grandpa’ looking business and he wanted it to look like ‘Audi and Mercedes’.
For future growth of this business it needed to attract the younger upwardly mobile sector who were looking for an expert in the field of superannuation investment. The current brand identity, just didn’t build confidence or connect with the customer.
This provided Living Lines with a great opportunity to initiate it’s expertise in this specific field. Although loyalty to the fleet of existing customers was strong and committed, it indicated from customer perceptions that the brand felt a bit old and out dated. Our creative team would need to work on a concept to directly communicate the businesses expertise to the precise market.
Our focused approach in developing brands within the financial industry is to hold ‘TRUST’ at the core.
Living Lines have been the Project Managers and architects for the complete design and creation of every touchpoint that the customer has with Newstart Financial. From new logo and strong brand identity through to marketing material, business application and tools, corporate stationery, signage and more.
The new brand identity created a strong icon in the shape of a stylised ‘S’, used across watermarks and logo images… This ‘S’ has been thought to refer to ‘Superannuation’ by some, but others saw it as a reference to the ‘Superman’ of the finance industry. Either way - it refers to the EXPERT.
Design & creative
"What can I say... When I worked under my old brand, despite the knowledge in my specialist field, customers would question the price of the service we offered, but under the new brand, price has never been an issue and never questioned. I asked for Audi and Mercedes and this brand delivers, attracting the right target market and opening the doors to profitable partnerships and facilitating very healthy business growth! The process of rebranding Newstart Financial was redefining and game changing, a rewarding journey made stress free and enjoyable by Susan and her team at Living Lines... Highly recommend the services and brand knowledge at Living Lines." Wayne Collis CFP® DipFP. Principal.