Tag: FutureBrand

Australia – Local financial services TPT Wealth has launched a new brand strategy and identity in partnership with FutureBrand Australia, representing the business’ significant growth in Tasmania and the Australian mainland. 

The rebrand celebrates TPT Wealth’s exciting vision and its proud legacy; a dependable trustee service for Tasmanians since 1887, which has grown into a diversified financial services business for all Australians.

It also builds on the business foundation to drive awareness, consideration and connection across markets, while bringing emotional depth in an authentic way through a new brand identity, logo, colour palette and tone of voice. 

In crafting the brand identity, FutureBrand focused its efforts on the details, similar to TPT Wealth’s approach with focusing on client needs. Subtle refinements to the brandmark created a symbol honouring its proud Tasmanian heritage, alongside a wordmark with renewed focus. 

In addition, a versatile supporting palette inspired by Tasmania’s landscapes was introduced, balancing modernity and familiarity, and adding dimension to the brand’s signature orange. A bespoke woodcut graphic encapsulates TPT Wealth’s approach to the safe and gradual accumulation of wealth over time, alongside photography that brings clients to life with Australian warmth. 

Andrew Branwhite, head of brand and advertising for parent company MyState, said, “The experience of working with FutureBrand on the brand evolution of TPT Wealth has been one of education and inspiration. Most of us have a hunch about which direction we need to take based on clear business and customer data, but it’s all the more important how you shape this data in order to build the brand for success.”

He added, “The FutureBrand team worked with a high level of engagement and creativity in order to do just that, shaping the process with new insights, enlightening our team with new ways to think, and inspiring us with a brand evolution that’s as motivating for our customers as it is meaningful for our own people. All leading to a great commercial outcome.”

Meanwhile, Rich Curtis, CEO at FutureBrand Australia, commented, “We know that strengthening the link between a brand’s purpose and the everyday experience is the key to unlocking competitive advantage. For TPT Wealth, that meant combining its ambition to expand its presence across Australia with its commitment to preserve the brand’s rich Tasmanian history and legacy.”

He added, “We found that TPT Wealth’s heritage revealed all the right ingredients for building a strong national brand for the future. Those threads from TPT’s past provided all the material we needed to create its new brand identity and transform the brand to help the business continue to evolve and grow.”

FutureBrand Australia was previously tapped by NPO Bush Heritage Australia as its brand partner.

Sydney, Australia – Brand transformation company FutureBrand in Australia has appointed Jill Hale to the newly-created role of strategy director, effective immediately. This follows the company’s objective to bolster its team to deliver for its growing group of clients. 

Hale joins FutureBrand from The Contenders where she was a senior strategist. Prior to that, she was an independent consultant with Ginger and chief customer officer with Brande. She has also held roles with Interbrand and Yoke.

Speaking on her appointment, she said, “To say I am happy to be joining FutureBrand doesn’t adequately convey how much this opportunity means to me. On the one hand, I’m nervous, as this is a branding company I have looked up to and admired for well over a decade.” 

She added, “On the other, I feel immensely proud to be joining Rich’s team, made up of industry leaders like Victoria. I look forward to contributing everything I can to the transformational clients with whom FutureBrand works, while also continuing to learn and grow, as all strategists should.”

Meanwhile, Victoria Berry, head of strategy at FutureBrand Australia, commented, “What attracted us to Jill is the depth of her experience, combined with her belief that she still has more to learn and grow. That’s a combination that fits very well with our culture and ways of working. We see our team as a diverse group of experts who are continually learning to enrich the strategic insights and ideas we deliver for our clients.”

FutureBrand’s recent wins include Beca, Bush Heritage Australia, Golf Australia, Huddle Insurance, Open Money Group and TPT Wealth. FutureBrand has also secured an expanded remit with both Melbourne Convention & Exhibition Centre (MCEC) and Funlab across its portfolio of brands.

Sydney, Australia – Bush Heritage Australia, an independent not-for-profit that buys and manages land for conservation, has appointed brand transformation company FutureBrand Australia as its brand partner. The remit is to strengthen and align the brand with its ambitious 2030 strategy, where the goal is to double and deepen the organisation’s impact by the end of the decade.

Bush Heritage and FutureBrand will work together from the inside out by exploring the organisation’s ways of working to define the brand’s values first and to establish the brand strategy. FutureBrand said the insights gained from this process will inspire a revitalised brand identity to support the organisation to reach more people more effectively. 

Vibeke Stisen, executive manager engagement at Bush Heritage Australia, commented: “We want to double our impact by 2030. To do that, we need to reach a larger audience with a brand and position that is clear, compelling and underpinned by values that inspire us and those we work with. It’s no small challenge. But a challenge that we feel absolutely confident we can overcome with FutureBrand at our side.”

Bush Heritage works closely with traditional owners and partners and utilises right-way science, traditional Aboriginal knowledge and Western science to protect and restore more than 11 million hectares of land in Australia and work across 37 reserves.

The FutureBrand team will be delivering the brand strategy, identity and experience via a combination of budgeted and pro-bono work, contributing more than $100,000 in unbilled time as part of the team’s annual commitment to supporting not-for-profit organisations. 

On the partnership, FutureBrand Australia CEO Rich Curtis said, “The work of Bush Heritage Australia to keep our land healthy is vital and necessary. Organisations like theirs are leading the way on sustainability and deserve the community’s support. All of us here at FutureBrand Australia are excited – and committed – to play our part.”

“We’ve always dedicated our time to supporting not-for-profit organisations and recently we’ve clarified our approach in order to invest our work in this area with greater purpose and productivity. In reviewing our approach together with Vibeke and her team, we quickly established the common ground on which to build our partnership. So much so that committing our time, energy and creativity was an easy decision all round,” added Curtis. 

Bush Heritage and FutureBrand will also be joined by Common Ventures who have been appointed to handle all campaign activity as part of the project’s objective to reach more people more effectively.