F.Y.I.

Netwealth gets a new brand identity via PUSH Collective and MASS

Fintech company Netwealth has undergone a brand refresh by consultancy PUSH Collective and digital agency MASS.

The announcement:

PUSH and MASS rebrand major Australian fintech, Netwealth

One of Australia’s leading fintechs, Netwealth, has launched a new identity by brand consultancy PUSH Collective, with digital agency MASS leading the design execution of the digital platform.

With a successful superannuation and investment platform and more than $14.5b funds under management and administration, Netwealth identified a need to complement its technical innovation with a renewed brand strategy to achieve their evolving growth strategy.

PUSH was appointed to overhaul the expression of the Netwealth brand ­– a brand that did not to reflect the success of the business – to raise distinction, awareness and ultimately appeal among their increasingly savvy customers.

With this challenge in mind, PUSH developed an unashamedly vibrant creative platform and brand identity as a distinct alternative to larger financial institutions.

“Netwealth’s entrepreneurial spirit and enthusiasm for innovation is genuine and infectious. We were determined to find a way to express these qualities in a sector usually defined as inflexible and bureaucratic,” said Ken Shadbolt, executive creative director of PUSH. “From the outset, we knew that the digital interface would be the ultimate expression of the new brand. Partnering with MASS was an obvious choice. Not only because we have worked together previously, but because we share a belief in the importance of seamlessly integrating brand thinking and UX/UI design.

The result is digital experience that brings the brand to life with beautiful functionality and extraordinary attention to detail.

“It was essential that we designed a bespoke user experience, with a refreshing injection of colour and personality to support the renewed brand concept developed by PUSH,” said Tim Kotsiakos, creative director and founder of MASS. “With the new brand came a rare opportunity to create something that stands out in the sameness that often stamps the finance sector. The new space not only reflects the renewed brand, but also provides a seamless experience for all users across all devices.”

Matt Heine, joint managing director of Netwealth said: “There is an obligation for brands like Netwealth to adopt an edgier use of technology and create engaging experiences that intuitively feel more like a leading tech company than a financial institution. Working with PUSH and MASS proved to be a pivotal decision, resulting in a truly integrated experience that creates greater differentiation and distinction for our brand.”

Netwealth’s new brand platform is now live and the new website can be accessed via this link: www.netwealth.com.au.

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