Taking a predictable category and giving it a contemporary edge furnished new financial services group, Spring, with branding that was as fresh as the season itself. 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. Expressing the group’s separate business units as sub-brands under a single holding company made it easy for Spring’s mum-and-dad investors to connect with Spring’s business model.