Changing the paradigm in financial planning wellness.


Tribel is one of Australia’s newest financial planning organisations, committed to the financial wellness of their clients across all stages of their financial journeys. As a new firm separating from insurance giant Aon, BrandMatters was approached to answer the following questions:

  • How can we create a brand that clearly separates us from our previous parent of Aon?
  • How do we authentically demonstrate our offer that will retain our existing customers, attract new ones, and also attract the brightest and the best talent?
  • How do we create impact in the market with a new name and logo?


Our approach included internal engagement, strategy and design:

  • Stakeholder interviews
  • Internal workshops
  • National webexes
  • Brand positioning
  • Brand narrative
  • Key messages
  • Naming
  • Logo development
  • Visual expression & identity
  • Marketing collateral design
  • Stationary design


  • A new brand name that reflected their sense of community and cohesion with their clients
  • Appropriate separation from Aon
  • Created a positioning that would anchor future brand decisions and directions
  • Created a new logo and visual identity to launch to the market
  • A variety of designed collateral