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.
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.