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ASIC Moneysmart

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One in three Australians find dealing with money stressful and overwhelming. Moneysmart is there to help navigate financial decisions.

What we did
UI Design
UX Design
Content Strategy
Content Workshops
Information Architecture
Messaging Strategy
Brand Strategy
Brand Identity

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.

Moneysmart. Strategy client workshop and information architecture studio strategy.

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.

Moneysmart. Branding overview. Logos, brand photography, illustrations, typography and brand device.

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.

Moneysmart. Printed material overview. Information booklet front covers and spreads and poster design.
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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.

Moneysmart. Website homepage design.
Moneysmart. Website page design overview.
Moneysmart. Responsive mobile website designs for homepage,  information page and navigation.
Moneysmart. Social media in application overview.

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Transform Awards ANZ 2020 — Best implementation of a brand development project

Transform Awards ANZ 2020 — Bronze, best visual identity from the public sector

Designate acknowledges the Traditional Owners of Country throughout Australia and recognises their continuing connection to land, waters and culture. We pay our respects to their Elders – past, present and emerging.