mfund settlement service

The work

The mFund Settlement Service is a totally new offer from ASX. Designed to give retail investors more choice and flexibility in how they access managed funds, it’s an innovative new product that deserved to be launched in a way that challenged convention and helped it stand apart.

Yell was asked to launch the new service, creating an identity, launch campaign and delivering its core communications channel at mfund.com.au.

The work would start with producing the identity that would frame the conversation around mFund, demanding that we stepped away from ASX’s traditional approach. We understood that to connect with retail investors, we needed to be sophisticated, provide clarity (without dumbing down content) and much more accessible than any previous ASX channel.

The solution

From concept to launch, we delivered.

From the start we developed a clean, fresh identity, using strong but not clichéd imagery, conveying the forward-thinking nature of the product. We took the ASX’s content and rewrote it for a retail audience across a number of exhibition, campaign and collateral pieces.

This fresh visual approach was also brought to mfund.com.au, built around an intuitive UX, iconography, bold, clean colours and content that was dynamic and relevant.

The end result was a unified messaging platform, tied together by quality, relevant imagery, consistent, clear language and distinctive visual identity. All of which was brought together at the launch event at Exchange Square, Sydney, a hugely successful event dominated by our environmental design.