SMSF Academy (as it was previously known) was an innovative, cloud-based SMSF (Self Managed Super Fund) learning platform for accountants and financial planners. They needed a new brand to reflect their focus beyond learning and to position them as friendly, helpful and knowledgeable to non-technical, financial professionals. Being a fairly ‘dry’ industry, we saw it as an ideal opportunity to visually differentiate our client from their ‘beige’ competition. We renamed them Smarter SMSF to reflect their expanded ambitions, and developed a new logo and conversational messaging coupled with clean and minimal layouts to highlight approachability and helpfulness. The new colour palette helps it to stand out amongst competitors who utilise more corporate, conservative colour schemes. It positions Smarter SMSF as a brand that is confident, innovative and trustworthy. The rebrand was launched at the SMSF National Conference to very positive feedback, leading to new acquisitions and increased revenue.