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FutureBrand Australia launches new identity for TPT Wealth

TPT Wealth has launched a new brand strategy and identity – in partnership with FutureBrand Australia – to support the business’ growth in Tasmania and the Australian mainland.

The announcement:

TPT Wealth has launched a new brand strategy and identity, created in partnership with FutureBrand Australia, to support the business’ significant growth in Tasmania and the Australian mainland.

The rebrand celebrates TPT Wealth’s exciting vision and its proud legacy; a dependable trustee service for Tasmanians since 1887, which has grown into a diversified financial services business for all Australians. 

The strategic work builds the foundation to drive awareness, consideration and connection across markets, while bringing emotional depth in an authentic way through a new brand identity, logo, color palette and tone of voice

The new identity also prepares the brand for its play within and beyond the highly competitive retail market.


On TPT Wealth’s new brand identity, Head of Brand and Advertising for parent company MyState, Andrew Branwhite said: “The experience of working with FutureBrand on the brand evolution of TPT Wealth has been one of education and inspiration. Most of us have a hunch about which direction we need to take based on clear business and customer data, but it’s all the more important how you shape this data in order to build the brand for success.

The FutureBrand team worked with a high level of engagement and creativity in order to do just that, shaping the process with new insights, enlightening our team with new ways to think, and inspiring us with a brand evolution that’s as motivating for our customers as it is meaningful for our own people. All leading to a great commercial outcome.”

On the work, FutureBrand Australia CEO Rich Curtis commented: “We know that strengthening the link between a brand’s purpose and the everyday experience is the key to unlocking competitive advantage. For TPT Wealth, that meant  combining its ambition to expand its presence across Australia with its commitment to preserve the brand’s rich Tasmanian history and legacy.

“We found that TPT Wealth’s heritage revealed all the right ingredients for building a strong national brand for the future. Those threads from TPT’s past provided all the material we needed to create its new brand identity and transform the brand to help the business continue to evolve and grow.”

In crafting the brand identity, FutureBrand focused its efforts on the details, similar to TPT Wealth’s approach with focusing on client needs. Subtle refinements to the brandmark created a symbol honouring its proud Tasmanian heritage, alongside a wordmark with renewed focus. 

A versatile supporting palette inspired by Tasmania’s landscapes was introduced, balancing modernity and familiarity, and adding dimension to the brand’s signature orange. A bespoke woodcut graphic encapsulates TPT Wealth’s approach to the safe and gradual accumulation of wealth over time, alongside photography that brings clients to life with Australian warmth. 

A consistent, genuine and compelling tone of voice was written to support TPT Wealth further develop its authentic connection with its clients, partners and people.

The new brand was introduced to the existing customers through print communications and launched across the website, social media, other digital touchpoints and advertising. Further roll out of the brand will be staged responsibly, being mindful of the print material waste and ensuring continued focus on the customer.

FutureBrand Australia has also helped create and deliver brand transformations for Guide Dogs Australia, Innowell, Macquarie Group, Melbourne Convention & Exhibition Centre, MyFavorito, New Zealand Natural, Orygen and Vocus, among others. 

Source: Pilot PR


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