Changing the paradigm in financial planning and advisory.

Challenge

When insurance giant Aon sought to divest itself of its financial planning business in Australia, Aon Hewitt, its management seeing the opportunity, facilitated a management buy-out to establish a new, national business. Free from the constraints of a larger organisation and the brand governance requirements that brings, Aon Hewitt was now free to become a new brand with its own entirely unique identity and character.

Seeking to create a dynamic and engaging brand with swift market impact, BrandMatters was engaged to create a new brand business name, brand strategy, visual identity and development of launch materials. We developed the new brand as a true and authentic reflection of their business, their people and their purpose: delivering partnership with their clients delivering holistic financial wellness and wellbeing: Tribel.

Once established, the organisation has grown into a distinctive ecosystem of brands, each interconnected to deliver financial well-being to both individuals and businesses: Tribel Advisory and Tribel Accountants.

Approach

Tribel

  • Stakeholder interviews, internal workshops and national webexes
  • Brand positioning and narrative
  • Brand naming
  • Logo development
  • Visual identity development

Tribel Advisory

  • Logo variation
  • Marketing collateral
  • Monthly e-newsletter
  • Website

Tribel Accountants

  • Logo variation
  • Website

Outcome

With a new name and identity, Tribel launched in 2020 with seven offices across Australia, transitioning existing clients and building a new market presence that’s attracting new audiences. As an ecosystem of new financial offers, the organisation continues to expand its provision becoming a pre-eminent provider to the Australian community.

Launched in May 2021, the new Tribel Advisory website was the first main channel-to-market for the new organisation, focusing on six pillars to financial well-bring. The launch coincided with a new monthly topical newsletter, The Drum.

Launched in December 2021, Tribel Accountants seeks to ensure financial health and longevity for individuals, families and small-to-medium Australian businesses through traditional accountancy alongside business advisory services such as business acquisition or ownership divestment strategies.