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FIIG Case Study

The challenge

FIIG is Australia’s leading, independent fixed income specialist, enabling private and corporate investors, advisers and institutions access to high-quality fixed income investments they can trust. FIIG also enables debt issuers fast and efficient access to the bond market. FIIG is based in Melbourne, with offices in Sydney, Brisbane and Perth.

Following 15 successful years in market and with clear future potential, FIIG was about to embark on a strong growth push. However there were a number of challenges to address. Firstly, fixed income is a complex, frequently misunderstood asset class with low awareness, and secondly, the FIIG brand had limited recognition and understanding.

The team also found it difficult to clearly and consistently articulate what FIIG stood for and the benefits it offered. This was particularly challenging given its diverse customer base, from private investors, to financial advisers right through to large institutional investors and private debt issuers.

BrandMatters was commissioned to investigate the brand and develop a defined brand positioning for FIIG, linked to its vision, mission, values, strategy and people that would enable FIIG to make the most of its potential and deliver on its ambitious growth plans.

The process

BrandMatters undertook a rigorous research program including stakeholder depth interviews and qualitative and quantitative research with FIIG clients and prospects. We also reviewed relevant market data and distilled this into key insights that provided a foundation for brand development.

We conducted workshops with FIIG internal stakeholders to define FIIG’s point of difference and recommend a brand positioning that would help FIIG achieve its goals. The brand positioning was brought to life through the provision of the brand archetype, brand pyramid, tone of voice and mood board.

The brand positioning was translated into a series of customer value propositions (CVPs) for FIIG’s clearly defined target audiences, along with a brand story, elevator pitch, tagline and key messaging for each audience.

BrandMatters then designed a new logo and look and feel to resonate with FIIG’s target audiences. This was rolled out across a suite of new collateral including corporate stationery and coded templates, a company profile, fact sheets and one-page product/service overviews, print advertisements, signage and more.

Comprehensive brand guidelines were also created for employee and supplier use, to ensure the brand is understood and consistently applied across all mediums.

The outcome

The new FIIG brand was successfully launched, firstly to employees to create understanding and excitement around the new brand, and then externally with the new logo, tagline and visual identity, messaging, an advertising campaign and more. The combination of the clear brand positioning, the clear, aligned brand messaging and the accurate and consistent ongoing application of the logo and look and feel has contributed significantly to helping FIIG increase client and prospect brand awareness and understanding.

Ultimately, the result is an organisation with a clearly differentiated offer, within a clear brand strategy. Internally, the brand has been well received with renewed pride. Externally, new and existing clients alike have commented on an organisation they see as having a renewed and ambitious stance, and which is mobilised, clear, match-fit and ready for further growth.

BrandMatters services used:


Stakeholder engagement
Desk research
Market research - qualitative & quantitive
Brand insights & recommendations
Workshop facilitation
Stakeholder depth interviews


Brand positioning & strategy
Brand story
tone of voice & key messaging
Customer value proposition (CVP)
Brand logo & identity


Graphic design
Digital design
Brand guidelines
Marketing & communication - strategy

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