Case Studies / Stax

Brand Strategy / Design / Communication / Digital

Navigating Complexity in Financial Ecosystems

Metrics is one of Australia's largest and fastest-growing non-bank corporate lenders and alternative asset managers.

To strategically align Metrics’ brand with its evolving business model and diverse offerings, enhancing its market positioning and facilitating future growth, whilst simplifying the brand to make it more compelling and easier to understand.

 

The challenge was multi-layered, involving not just brand differentiation but also articulating Metrics’ complex investment strategies in context to a diverse client base. This required a brand architecture that could be both extensible and scalable, and applicable across various facets of the business. Additionally, it needed to make that architecture come to life in a brand identity system that could be interpreted and applied.

The approach

We conducted research, interviews, and workshops to define Metrics’ core proposition. We audited the brand identity system in context to the business strategy, identifying the limitations and opportunities.

This informed how we could restructure the brand to allow the organisation to achieve its growth objectives. This became the brief for a refreshed brand image that took into account both visual and verbal identity, the expanding business strategy, and diverse audiences.

The “Capital Crossover” brand idea emerged from this process, representing Metrics’ unique position of serving both sides of the market: investors looking for returns and borrowers looking for capital at fair prices.

Metrics’ unique value proposition lies in its ability to offer reliable, predictable returns to investors from capital borrowed at fair value. This allows us to separate the audiences and create space to navigate its products and investment strategies. The new brand architecture articulates this role clearly, setting Metrics apart in their specialised fields.

 

The ‘X’ motif, symbolising the “Capital Crossover,” became a cornerstone of the new brand image. It was integrated across all brand touchpoints, allowing for subtle differentiation between investor and borrower audiences, as well as across various investment strategies.

Transforming Metrics' brand into a system that captures the complexity of their business model and positions them for future growth.

Metrics’ unique value proposition lies in its ability to offer reliable, predictable returns to investors from capital borrowed at fair value. This allows us to separate the audiences and create space to navigate its products and investment strategies. The new brand architecture articulates this role clearly, setting Metrics apart in their specialised fields.

 

The new brand architecture serves as a roadmap and guideline for how the organisation can continue to expand, opening doors for new partnerships and investment opportunities and affirming its scalability and extensibility.

The new brand image represents an architecture that is both extensible and scalable, fulfilling the project’s initial objectives.

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