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AFG unveils brand refresh

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reporter 4 minute read

The aggregation group has unveiled a new brand design, logo and website as part of its brand refresh and 2021 campaign launch.

The ASX-listed group said the brand refresh heralds “several significant technology initiatives”, including the launch of a new broker CRM. 

David Bailey, CEO of AFG CEO, commented: “As an aggregator and lender, it’s our role to broker a better future for our brokers and their customers. In 2021, that means surrounding our brokers with unwavering support, passionate expertise and an industry-leading suite of technology, to help grow their businesses. 

“Our brand refresh is simply a reflection of our actions and commitment to our brokers.” 


Jonathan Amery, AFG’s head of marketing, added: “Unlike some organisations, we didn’t have a need to transform who we are as a business. We have a fantastic business model, culture and offering. This process has been about distilling down who we are as a business, clarifying what we stand for and showcasing the vibrancy and passion within AFG.” 

Sydney creative agency The Works, part of the RPX Group, developed the campaign and the refreshed brand architecture and messaging. 

The AFG campaign officially launched today (2 March 2021) and the new identity will be rolled out on the organisation’s website, platforms, along with further materials over the coming months.

Another player in the mortgage distribution space to unveil a new brand refresh is ING Australia, which has released an updated logo and a new tagline in Australia as it moves to reflect its commitment to helping customers do the things that matter most to them.

ING Australia (ING) has adopted the tagline “Do your thing” in its branding and launched a new marketing campaign on the theme to reflect the bank’s “new brand direction”.


[Related: REA Group rebrands property analytics company]

AFG unveils brand refresh
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