Creating an authentic brand for authentic people
Regional Prosperity (RP) is a specialist financial planning and advisory firm based in and servicing rural Australia. The firm approached New Word with a two-fold project. Firstly, they wanted NWO to create, develop and design a new brand visual identity that was modern and future-proof, while authentically representing who they are—rural locals helping other true Aussies. Secondly, the client needed a simple and accessible website that had scalability options for future needs.
Challenge
Any major branding project comes with various challenges. Brands are very personal, and therefore the creation and design of a brand brings certain subjectivities to the surface. This can be challenge but one we embrace as we love to take our clients on a full branding journey.
Another challenge for this project revolved around authenticity. Rural folk have much more highly attuned BS radars and can smell fakeness from two paddocks away. Everything to do with this project had to accurately reflect that this was a real regional firm comprised of genuine locals, not city blow-ins. As they proudly say, “we live where you live”.
The spark
The most important strategic consideration for RP was to not pretend to be something they’re not. Everyone needs financial advice, whether you work in an office tower or a tractor. But we always remembered that talking to our audience required RP to be true to their roots as rural locals.
A key premise of the RP offering is recognising that their client base is busy. Strategically, the messaging needed to be fast and clear and show the value of trusted local relationships. We wanted to talk with people about the world of finances, not down to them.
Creative
The brand identity work was borne out of a real understanding of the RP team—what they stood for and who they wanted to help. You can cut it lots of ways but at the end of day financial planning is about growing wealth and securing it. The new logo and icon we created was founded in these pillars of growth and security, with of course a strong flavour of rural life. They’re not called Regional Prosperity for nothing!
The foundations for the branding visuals we proposed naturally had an authentic rural look and theme, leaning into all the things that matter to RP’s clients—family, trusted relationships, their businesses and their land.
The colour palette is highlighted by hues of earthy tones and strong greens to portray growth. The website was designed and built on creating an easy flow of information, creating clear understandings and having a strong people focus.
Outcome
RP is a growing enterprise, and this brand project has been an important long-term investment in their expansion strategy. Our client now has tools to take their brand to the next level.