A transformational brand refresh and competitive positioning to open up a new window for growth.


FIIG is Australia’s leading, independent fixed income specialist.

Following 15 successful years in market and with clear future potential, FIIG was about to embark on a strong growth push. However, fixed income is a complex, frequently misunderstood asset class with low awareness, and the FIIG brand had limited recognition and understanding. In addition, the team found it difficult to clearly and consistently articulate what it was that FIIG stood for and what benefits it could bring to its clients.


  • Desk research
  • Stakeholder depth interviews
  • Qualitative research
  • Quantitative research
  • Competitive analysis
  • Workshops with internal stakeholders
  • Brand positioning and archetype
  • Brand articulation
  • Customer Value Proposition
  • Tagline
  • Logo concept and development
  • Visual identity concept and development
  • Brand guidelines
  • Marketing collateral development
  • Print advertisement & signage


  • A successful relaunch of the brand, including new logo, look and feel, and tagline.
  • Increase in client and prospect brand awareness through a clear brand positioning, messaging and application.
  • A clear and differentiated offer, both internally and externally.
  • renewed ambition and stance for the future growth of FIIG.