Moneysmart is a resource from ASIC and the Australian Federal Government to provide all Australians with free and independent tools, tips and guidance to manage their money better. We all make dozens of financial decisions every day that impact how we live and plan for the future.

The process

We approached the project utilising a two-pronged strategy: understanding the needs of everyday Australians and interrogating the true mission of Moneysmart and their team.

The challenge

Seven years since launch, Moneysmart was struggling to find a relevant place in a market saturated by banks, blogs and gurus. It was also failing to reach an audience increasingly disillusioned with financial organisations.

‍

The solution

The new brand stems from a clear, more relevant positioning: a place to start for any financial journey, no matter who you are or what life throws at you. We also articulated a new brand purpose that would raise the stakes and let people know how critical financial capability can be. Because taking control of your money can help you build a better life.

Rollout and application

Moneysmart is a brand that thrives online, yet it must be effective through a number of additional channels to remain relevant. Our digital team worked closely with Moneysmart’s in-house developers to redesign the website for a completely reinvented user experience.

‍