Brand design for Australian optimism in the share market.

While Selfwealth saw rapid growth during COVID, so did every online trading platform. Competitors quickly undercut Selfwealth’s low-fee positioning, leaving the brand vulnerable. With price no longer a differentiator, brand experience became essential for customer retention and demand generation. In short, the business had to become a brand.

Ne-Lo reviewed the identity from the ground up: refining the brandmark, codifying a design system, and building a narrative around Australian optimism and growth. The new symbol—the ‘Exponential Ramp’—expressed financial progress while playfully extending into lifestyle and emotion.

A refreshed brand system informed every touchpoint: app design, store presence, podcasts, websites, and full-funnel marketing. The launch included a national TV campaign—Got Dreams? Let’s Grow Them—spanning 60-second films to 15-second conversion cutdowns.

The rebrand established distinctive assets, drove awareness, and set the DNA for Selfwealth’s future growth.