RFE Group creates communities of financial knowledge through partnerships across Australia, thereby rewarding its partners and customers. Like any successful organisation, RFE Group wanted to expand. To reach out to new Joint Venture partners and grow.
RFE wanted to project confidence, authenticity and integrity. Recognizing a lack of transparency with their structure, a tired brand identity and an absence of brand strategy and positioning.
Now was the time to reposition themselves as the ‘go to’ for partners and individuals: they could no longer afford to get lost in the crowd.
Unlike larger finance groups, RFE is personal in its approach; building long lasting relationships with its customers and partners and tailoring advice and programs for individuals to meet their future financial needs. All while recognising that situations change and every customer is different.
First, we positioned RFE as an umbrella brand; bringing all sub-brands, joint venture organisations and products in line. Each partner adopted the modern streamlined brand identity and business values, elevating not only RFE but all of its partners.
We recognised that like their customers, RFE are dreamers. Believing they can make their customers’ plans for the future, truly better. The resulting brand identity is a fusion of dynamic lines, bold colours and emotive imagery that serves as a warming reminder of our future dreams.