Selfwealth launches fresh logo; rebrands via Big Space Agency

Share trading platform Selfwealth has undergone a rebrand, introducing a refreshed logo and brand line via Ne-Lo group branding agency Big Space Agency.

‘Grow You Good Thing’ is the new brand line that will form the centrepiece of the platform’s rebrand, in what is its first brand change since its launch in 2012.

A play on the encouraging  Aussie slang ‘Go You Good Thing’, the new branding represents Selfwealth’s new purpose – empowering people to achieve financial freedom.

“Our new brand line, Grow You Good Thing, is not us speaking to our customers, it’s us being our customers, it’s what we all say when we look at our financial wealth. It’s equally relevant to our employees, demonstrated by our internal #GYGT employer brand, and to our shareholders, signifying our ongoing commitment to growth,” said Selfwealth CEO Cath Whitaker.

The rebrand is set to be rolled out with a major media campaign across outdoor and online in the coming months.

Selfwealth general manager of marketing Jarrod Purchase said the rebrand reflected the company’s change over the years from being a low-cost share trading platform to one that encourages and empowers people to achieve financial freedom, an optimistic position compared to some of the more rebellious positions taken by competitors.

“Grow You Good Thing is about celebration. Whether it’s investing for the first time or taking a few steps closer to retirement through investing, the cheer expresses encouragement towards another person’s progress,” said Purchase.

“We firmly believe Selfwealth is the best type of wealth, and we’ve reinforced that by switching to a small “w” to focus on prioritising “Self” in the creation of “wealth” – celebrating the different things that wealth means, to different people.”

Other logo changes include a new exponential ramp that has been added to represent the growth of Selfwealth customers and their confidence to invest in their own wealth creation.

Purchase noted Selfwealth had undertaken significant research with its member base including a survey of 4,000 which helped identify products they would like to see added to the platform as well as giving Selfwealth a better understanding of their attitudes and behaviours.

The rebrand follows 12 months of work with Big Space Agency, with the agency’s managing director Ross Hastings commenting the work is a testament to Selfwealth’s holistic commitment to brand.

“There is so much beneath the surface of this work. Extensive research to better understand the needs of their customer, engagement across the company to redefine the company purpose, and the launch of an internal employer brand to build a culture that supports the external brand. We’re confident that this will lead to a brand that customers, employees, and shareholders will be fiercely proud of.”

Big Space director of brand Kieran Antill added: “Like any good brand work, this is about more than just the mark. We began with employee engagement and then we looked at all the brand touchpoints from consumer advertising through to product.

“Everything from the change in the ‘w’, the brand line, colour refresh, brand song, employer branding, and more all play cumulative roles in expressing the positive and empowering emotional benefits of Selfwealth rather than relying solely on rational messaging – which is less effective in highly competitive markets.

“With the team at Selfwealth, we built a brand operating system that not only informs the upcoming brand campaign but also the day-to-day marketing and product design. It is this seamless integration that all modern brands seek, and collaborative software makes this possible.”

Brand identity and design specialist Richard Henderson of R-Co said: “The Selfwealth brand mark reflects the strategic work undertaken by the Big Space Agency to ensure that the final graphic design is distinctive, relevant and enables the unfolding of a bigger story.

“In my view, the new brand design approach is to incorporate the graphic idea into the word, making it a wordmark. This is a succinct statement, that enhances uniqueness and enables efficient application. Not easy to do and the Selfwealth graphic integration successfully does it.”

In March this year Selfwealth selected Ryvalmedia as its media agency of record, replacing incumbent Atomic 212.


General Manager of Marketing: Jarrod Purchase

Brand Agency: (Part of the Ne-Lo Group)
Customer & Employee Research
Music: Sonar
Song Lyrics:
Film and Animation: MightyNice

PR Agency: Sumit Media
Managing Director: Grant Titmus


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