Rebranding & Logo Design

AFA Group Wealth


AFA Group Wealth is a financial services business who aim to offer a transformative experience, to help their clients achieve their personal and financial goals.

AFA Group Wealth approached ideapro at a time they felt their business had grown out of its original branding, their target market had been refined and the biggest struggle being that clients did not know what AFA Group Wealth could do for them. They were not communicating or engaging with their customer base, the true value of their service.

ideapro were asked to assist with AFA Group Wealth’s rebranding strategy to ensure the revised brand identity would speak to the appropriate target audience. Our client was detailed with their vision which gave us deep insight to the meaning of their brand. By sharing with us the key messages they wanted to share with their customers, we were able to use this as the basis of our research, and infuse them into the rebranded identity.

After much research, competitor benchmarking and concept development, we presented alternative concepts and potential tag lines for client selection. The client selected their new logo which was refined to completion together with their tagline, ‘Build your tomorrow today’. Consistency of key messaging and branding elements across the entire project were at the forefront of our mind. The design elements of font, colour, shape and icons selected were aligned with the business’ mission statements of being trustworthy, promoting growth and presenting a contemporary feel to the brand.

The logo design encompassed an updated pinnacle from the original branding, to symbolise clients reaching for the top and achieving their financial goals. Our client wanted to highlight their ability to focus on tomorrow and the transformation that is possible by moving their clients forward to a positive financial state.

Following completion of the branding identity, their refreshed design aesthetic was applied across all customer touch points and collateral – a project still under completion.

Rebranding projects can breathe new life into your business or product, however they must have a strong strategy behind it with a clear vision that is translated graphically.

In our client words…

“I appreciated ideapro’s knowledge within the branding area and giving me a fresh perspective by looking from the outside – in. ideapro were easy to work with, great at sharing of ideas and regularly available to attend to our needs, whilst training me in areas when necessary. That’s why I’ve already recommended them to others.”

John Cachia, CEO, AFA Group Wealth