Aura

A digital bank preparing for ASX listing needed an identity that could reassure nervous first-time investors and pass APRA compliance review - while feeling modern enough to attract under-35s in a market dominated by the Big Four. The rebrand had to work across five capital cities from day one.

Eighteen months of deep brand strategy, including competitive positioning across five Australian banks and a full customer research programme with 400 participants. A 60-page brand guidelines document, a complete product design system covering every screen and APRA-required touchpoint, and a launch film handled by our motion team.

Brand launched ahead of ASX listing with no delays. Consumer NPS improved +18 points versus pre-rebrand benchmarks. A$58M Series B closed within 90 days of the rebrand launch. Aussie new account signups grew 340% in the first quarter.