HUB 24 started in 2007 and won a stream of awards as they developed the most advanced investment and superannuation platforms in the market. As the business had changed dramatically over the years there became a disconnect between the brand, branding, product and people. CEO Andrew Alcock had a strong vision for the future and needed to align all those elements to launch the next phase of growth. “Discover our “WHY” and our brand DNA then tell us what we need to change” was the brief.
We engaged our Brand Health check measuring all 5 brand gates Brand DNA, product, environment, behaviour and communications. We found that product was market leading and so was service but the brand DNA was not understood or communicated, clients and staff thought the branding did not reflect the business value and communications was generic and not on brand. The one word HUB 24 could own was Change and their brand WHY was to “make a difference in our customers lives by connecting them to innovative solutions that create better investment outcomes”
With this at the heart of the brand we are rolling out a new positioning, brand communications manual, staff training, website, new office fit out and imagery.