Brand design for Australian optimism in the share market.
Ne-Lo partnered with Selfwealth to refresh its brand system and launch a fully integrated campaign that celebrated growth—not just in portfolios, but in people.
Client
Selfwealth
Industry
Financial & Insurance Services
Capabilities
Brand Visual Identity
Research
Experience Mapping (CX & EX)
Customer Value Proposition Design
Brand Strategy
Marketing Mix Audit
Production
Campaign & Content Development
Brand Platform
Brand Governance
…
Case Study
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.
Impact
“Ne-Lo deeply understand our business, engage cross-department stakeholders, and provide strategic insights that align activity across the executive team.”
– Josh Sprague, Head of Product, Selfwealth
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