Australian Stock Report Brand Transformation

The work

Australian Stock Report is a subscription stock market insights and recommendation service. Its award-winning analysts share their knowledge with an Australia-wide client base.

Before partnering with Yell, it was a business that had been drifting in a highly-competitive marketplace. Without a well-defined offer and identity, ASR struggled to connect, despite delivering great performance through its investment insights.

Yell was engaged to help define and deliver on marketing-led business targets. Our initial strategic review was business-wide, with the understanding that ASR was essentially a marketing and content business.

Once the strategic framework was established, we undertook our brand audit process, conducting market analysis, competitive review and brand persona and net promoter research.

It became obvious that no-one in the market could match ASR’s commitment to technical knowledge, service and accessibility, however, this was not conveyed in its current brand identity. The challenge was to own this positioning and show Australian Stock Report’s dedication to delivering distinctive, timely and prescient market insights.

The solution

We defined ASR’s value proposition as being ‘analysts, not journalists’. This positioning stands them apart from their competitors, who almost all deliver ample content – mostly written by freelancers, not financial analysts.

Working closely with Australian Stock Report’s Senior Management Team, Yell defined the core strategic elements that made up its brand story, forming the brief for the creative team to develop a relevant distinct visual identity.

The team reimagined the visual identity with a new marque, colour palette and redesign of all physical and digital touchpoints. All elements of the identity positions Australian Stock Report as a dynamic, modern business: comfortable in a digital-first world, accessible and professional.

ASR’s bold new green, black and green colour palette differentiates it from its competitors. The new marque combines a stylised representation of Australia, with the sense of data and digital – conveying its local market focus, with a sense of accessibility.

With a new visual identity as a foundation, Yell’s creative team ensured that every interaction with ASR, from their letterhead to their LinkedIn profiles, is true to the new brand positioning and consistently brilliant.

We’re immensely proud of the new ASR brand that we’re excited to see it make a real impact to the success of the business.