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Via Financial Group

Branding, naming and repositioning the value of financial advice

We defined a compelling and relevant customer value proposition, explaining the value of financial advice.

The challenge

The key business objectives for the branding project were to facilitate a merger between a life insurance and general advice business. The business plan required a more holistic offer, providing additional services to existing clients and scaling the business to provide better value.

Our approach

Our recommendation was to amplify the business strategy through a new name, brand identity and design system. The new name ’Via Financial Group’ grew from the brand essence ‘Simplicity’ and proposition ‘We understand life’s journey’. ‘Via’ articulates the most simplified form of the word journey — to get from A to B you must go Via. ‘The Business, Family, and Personal Journey’ brand architecture, talks to a range of clients and the key words ‘think, grow, fund, protect and live’ support the planning process and a full range of services.

The result

Our brand platform differentiates the business, is relevant to the customer and true to its culture. We delivered a full collateral suite, including signage, responsive website, a welcome guide, quarterly reports, services brochures, statement of advice templates, binding solutions and PowerPoint and Word templates.




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