THE BRIEF

Where and how you invest your money has the power to change the world. Since 1986, Australian Ethical has pioneered ethical investing in Australia – taking affirmative action through investments, advocacy, active company engagement and philanthropy in creating a more sustainable future and delivering value and return for their customers.

With interest in ethical investing on the rapid rise, and Australian Ethical often confused for an NGO, Australian Ethical recognised the need to re-imagine their brand identity to maintain their leadership position. 

The business was seeking an identity that could connect across a wide audience range, from principled millennials to mature responsible investors and advisers. Core to the brief the need to communicate that you don’t need to compromise beliefs for results, and show that people and planet can be better off through smarter and more sustainable financial choices.

SERVICES
Logo
Brand Identity
Illustrations
Iconography
Stationery
Report
Templates
System Design
Website Design
Merchandise
Brand Style Guide

THE PROCESS

Our strategy was simple. Create a brand identity that opens people’s eyes to a better world. We developed an impactful brand language filled with positivity and inclusivity that can speak to all audiences from individuals to advisors, employers, institutions and shareholders, millennials to baby boomers, across all products and services. 

The new AE logo, inspired by natural forms is a bold shape representative of Australian Ethical’s role as a change agent and active force. Combined with a vivid colour palette, striking scene-based illustrations, diverse photographic library and motivating tone of voice; these elements work together to achieve a captivating brand story. 

Balancing the visual vitality is a framework and a considered typographic and iconographic approach bringing clarity and credibility to Australian Ethical's purpose, principles, products and performance. 

THE OUTCOME

Working across a spectrum of contexts and channels, the modular brand identity system gives Australian Ethical tools to stand-out from the crowd, demonstrate capability and build connection and confidence. 

Australian Ethical has become a market-leading Fund Manager. Since undertaking the rebrand the business has grown from $4.05 billion in funds under management to $6.2 billion in funds under management and the number of members increased by 15%.

“We have a brand we are proud of and a visual design system that allows for enormous stretch and flex across our many communication needs. I would never hesitate to recommend Accompany. They have set us up perfectly for the next stage in the evolution of our business.”

ALEX PACE
HEAD OF BRAND & CONTENT
AUSTRALIAN ETHICAL