The agency was appointed to develop the refreshed brand architecture, messaging and accompanying B2B campaign following a competitive pitch.
Ahead of major new technology launches, AFG (Australian Finance Group) has unveiled a new brand design, logo and campaign created by The Works.
The Works, part of the RXP Group, was appointed to develop the refreshed brand architecture, messaging and accompanying B2B campaign following a competitive pitch.
“It was a great experience collaborating with the AFG team on this project," The Works partner Douglas Nicol says.
"The business has a clear vision of their brand and a laser focus on ensuring they continue to deliver the best experience for customers, all of which combined to help us develop their new brand design and identity.”
In 2021 AFG plans to release a wide range of new technology initiatives, including a full refresh of its underlying technology platform and soon to launch broker CRM.
“Unlike some organisations, we didn’t have a need to transform who we are as a business. We have a fantastic business model, culture and offering," AFG head of marketing Jonathan Amery says.
"This process has been about distilling down who we are as a business, clarifying what we stand for and showcasing the vibrancy and passion within AFG.”
The AFG campaign will start this month and the new identity will be rolled out on the organisation's website, platforms and marketing collateral over the coming months.
“As an aggregator and lender, it’s our role to broker a better future for our brokers and their customers. In 2021, that means surrounding our brokers with unwavering support, passionate expertise, and an industry-leading suite of technology, to help grow their businesses," AFG CEO David Bailey says.
"Our brand refresh is simply a reflection of our actions and commitment to our brokers.”
