Poskitt puts Aussie in a better place.
Aussie is one of Australia’s most trusted and recognized brands. Poskitt refreshed the Aussie visual identity, reasserting the brand’s visual expression. The project sought to reposition the brand as it expanded its offer from home loans to include business loans, asset finance and home and contents insurance. The work was initiated as part of a larger communications project that highlights Aussie as a diverse business which puts customers in a better place.
Poskitt worked closely on the project with the team at Lowe Rivet who developed a new positioning for the brand and one of the primary goals was to reinvigorate the brand identity and optimise its performance across various platforms, and bring visual continuity across business channels. Aussie now has a loan book of $70 billion managed through a growing network of 1000 brokers and 220 stores around Australia.
The visual identity celebrates the design heritage of Aussie in a smart and stylish way, building on 30 years of brand equity and iconography. The system of graphic elements and patterns, along with photography is adaptable, responsive and open, offering great flexibility. It also enhances the iconic Purple, immediately recognisable as Aussie.
The identity includes a new set of graphic tools which have been developed to help Aussie communicate effectively and concisely in all media. The tools consist of a distinctive color palette, a new typographic system, and a brand texture. A sound icon replaces quotation marks for testimonials with the classic typeface Glypha by Adrian Frutiger to bring strength, simplicity, and rigor to the brand. In addition, Poskitt wrote and developed comprehensive brand use guidelines establishing a consistent visual system to express a wide range of messages.