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Spring Financial Group

A fresh approach to financial services branding

Spring Financial Group was incorporated in October 2010 by a team of highly experienced and motivated financial services executives as a vehicle to establish a Tier 2 financial services company.

The challenge

Taking a predictable category and giving it a contemporary edge saw new financial services group, Spring, with branding that was just as fresh.

Our approach

Our short and punchy name reflected the brand essence — to ‘release, source and grow’. Australian backyard imagery, using water as a metaphor for abundance, reinforced Spring’s innovative approach.

The result

Expressing the group’s separate business units as sub-brands under a single holding company made what Spring does easy for its mum-and-dad investors to connect with.




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