Smarter SMSF

Rebranding a Financial Platform


"The outcome of this process has translated much further than just in revenue - most importantly, we have a brand that reflects 'us' - something which the Taylor & Grace team were able to identify early on in the process and then have this run right through the process - from website design, colour palette, through to the clever messaging in our t-shirts."

CEO & Co-founder


SMSF Academy was an innovative, cloud-based platform for accountants and financial planners. They needed branding to reflect their leading position through their focus on technology and specialisation. At the same time they needed to communicate to financial professionals that they were friendly, helpful and knowledgeable, not inscrutable or arrogant.


We renamed them Smarter SMSF to reflect their expanded ambitions to be smarter than the competition while at the same time conveying their user-friendliness. The rebrand included a new logo and style guide that relies on clever and fun messaging coupled with clean and minimal layouts to stress approachability and helpfulness.

The ‘S’ icon is an abstract portrayal of a coin, acting as a symbol for wealth. This shape has been modified and shifted in an upwards motion to illustrate wealth created by superannuation.

The new colour palette exudes a nurturing and caring feeling which 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 rolled out at the SMSF National Conference to very positive feedback, leading to new acquisitions and increased revenue.

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