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For 30 years, the New South Wales Treasury Corporation (TCorp) has been delivering excellence in financial markets for NSW. TCorp wanted us to help develop a campaign recommending the Waratah Bond Programme to independent financial advisers.
Any collateral we proposed to achieve their objective had to align with the existing brand – in this case the established government website. TCorp didn’t have fully developed brand guidelines for us to work from, which added an additional layer of complexity – or opportunity.
We chose the tagline ‘Cultivate your clients’ wealth’ as the foundation for our communication pieces, leveraging the waratah state emblem to brand the consistency and reliability of the programme.