NSW TCorp brand refresh

Invested in the future of NSW

  • New market positioning
  • Renewed intent and purpose
  • Energise employees
  • Visual cut-through

Establishing a best-in-class brand to attract and retain local and international investors

TCorp provides best-in-class investment management, financial management, solutions and advice to the NSW Government family. Through Investment Management, Financial Management, Solutions and Advice, TCorp delivers sustainable returns and financial efficiencies for the benefit of the state of NSW. As part of wider transformation programs, TCorp initiated its largest brand refresh in a decade.   

TCorp’s intent was to develop a brand that would support its strategic goals and fulfil the core brand ambition: to establish TCorp as a best-in-class brand that attracts and retains investors and clients locally and globally.

TCorp sought assistance to position itself in a way that would drive advocacy amongst the NSW Government family and provide a competitive stance against professional services and investment organisations. It is anticipated that cost savings will be generated which will ultimately benefit the people of NSW, through the leveraging of the significant capability that resides inside TCorp. In essence, TCorp wanted to reposition itself from being a required partner into a strategic, sought-after partner of choice.

  • Qualitative research
  • Brand positioning
  • Brand messaging
  • Customer Value Propositions
  • Tagline
  • Visual identity design
  • Brand guidelines
  • Marketing collateral
  • Onsite project manager

An end-to-end brand refresh process

BrandMatters conducted internal qualitative research and focus groups to determine the existing view of brand equity and appetite for brand transformation.

Using the insights uncovered in the research, BrandMatters identified the strengths of the organisation and developed a new marketing positioning, brand narrative and brand essence as well as a tagline that would externalise this essence.

A new logo was developed, locked with the NSW Government logo, demonstrating the appropriate level of connectedness yet separation from the NSW Government. Using the red of the NSW waratah, the logo creates a clear visual link to TCorp as a member of the NSW Government family. Our designers developed a full new visual identity system including primary and secondary colour palettes, typography, photographic styles and brand guidelines.

BrandMatters’ on-site project manager conducted the organisation-wide brand audit, engaged internal audiences, developed launch materials, stationery, templates, event signage, website refresh and brand activation strategies.


A new positioning enabling a path forward

The refreshed brand was deployed in August 2018 with a clear market proposition and refreshed visual identity that embodies the sense of purpose of the organisation. By launching and showcasing the new brand internally – TCorp was able to drive internal awareness of the values behind the new brand – driving a positive embrace of the new positioning and how it can be used to enhance client advocacy and brand equity.

The refreshed brand enables the team to move forward with clarity, confidence and consistency in delivering to these values to clients and partners. The value and understanding of brand internally has grown and for clients, has positioned TCorp front and centre as the NSW Government partner that champions and protects the financial interests of the state of NSW.

Understanding complex organisations

"We needed to engage with a specialist brand agency to help with this major strategic project. I was immediately impressed with BrandMatters professionalism and ability to understand our complex organisation easily. They are responsive, intuitive and demonstrated a strong partnership mentality in working with us. Their project management approach took ownership of the projects key dates and deliverables. We felt in safe hands.  
I wouldn’t hesitate to recommend BrandMatters and look forward to working with them again on future projects. "

General Manager, Distribution & Client Relationships, TCorp

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