Morgans

STOCKBROKING, WEALTH MANAGEMENT AND CORPORATE ADVICE

A bold new wealth management brand for one of Australia’s leading financial firms

LloydGrey helped Morgans Financial clarify its identity, strengthen its network, and stand apart with a bold and intelligent brand expression.

The challenge: Rebranding Morgans for clarity, unity and standout value

Morgans Financial, one of Australia’s largest stockbroking and wealth management firms, boasts over 500 advisers in 56 locations nationwide. Following a series of strategic alliance changes—from RBS Morgans to Morgans CIMB, and ultimately becoming standalone Morgans in 2013—the business faced the complex and costly task of updating all signage, business documents, and communications across its national network.

While this presented logistical challenges, LloydGrey saw a strategic opportunity to reposition Morgans with a new identity that reflected its independence and distinctive character—standing out in an otherwise homogenous and conservative financial sector.

Brand strategy: Positioning Morgans as a clever, confident financial leader

We began by conducting interviews with key board members and stakeholders to uncover the brand’s core truths and unique value. From this insight, we developed a clear positioning based on the idea of “the clever thinker”—a brand with the foresight, experience and intelligence to help clients navigate complex financial decisions with confidence.

This brand strategy informed a fresh, engaging identity that communicated depth of knowledge, smart solutions, and the value of bringing everything together for client success.

Brand identity: A flexible and distinctive brand system

A new, contemporary brandmark and quirky visual theme were developed to reflect Morgans’ intellectual character, market insight, and community-minded approach. The visual language was adaptable across all channels—print, digital, video, radio, merchandise and signage—giving Morgans a cohesive but flexible brand system that stood out at every touchpoint.

We rolled out a comprehensive national signage strategy in partnership with SignManager, ensuring seamless implementation across all branches. Business templates, documentation, market presentation tools, and float prospectuses were all re-styled to reflect the new brand.

Tools for empowerment: Strengthening local marketing across the network

A key goal of the rebrand was to unify the Morgans network—improving engagement across both company-owned and owner-managed branches. LloydGrey worked closely with the internal marketing team to develop an online brand style guide, equipping every adviser and branch manager with a suite of assets and templates tailored to their size, services, and regional demographics.

This included branded forms, presentations, social media assets, and digital communications—empowering the national network to deliver consistent yet locally relevant campaigns.

Brand activation: Cinema campaign and community impact

To launch the new identity, LloydGrey developed a national digital and cinema campaign that supported franchisees in attracting new business and building brand awareness. The brand’s flexibility and emotional appeal helped shift perceptions of financial services as cold or rigid, reinforcing Morgans as smart, forward-thinking and client-focused.

The rebrand also extended to the Morgans Foundation, the company’s not-for-profit arm. With its own refreshed version of the Morgans brandmark, the Foundation gained higher visibility and impact—better inspiring branches, staff and clients in its fundraising initiatives for local and national causes.

The results: A smarter brand delivering long-term value

The rebrand proved to be a powerful catalyst for new internal conversations and stronger external engagement. It delivered increased unity across the network, gave branch managers the tools they needed to localise their marketing, and helped differentiate Morgans in a competitive financial marketplace.

The brand continues to deliver value more than a decade later—its clarity, intelligence and flexibility keeping Morgans relevant and distinctive in a fast-changing sector.

“The market needs to see more courage from the big players and Morgans is definitely taking a bolder and more consistent approach with a real tangible outcome and increased engagement from the whole network especially in the franchise system.

Our first and biggest client is our network and we have had huge engagement.”

Director of Institutional Sales — Morgans