MA FINAncial group
Beyond the light
CONtext
MA Financial Group (formerly Moelis Australia) is an Australian ASX-listed financial services firm specialising in asset management, corporate advisory and equities. As a result of over 10 years of growth and diversification across a broad range of financial services and geographies, the company had outgrown its name, positioning and branding.
THINKING
A deep dive into the category, the business and its people revealed MA Financial Group’s unique ability to link data, people and businesses, resulting in some of their most innovative financial solutions.
Concept
The company’s visionary thinking, its drive to more forward into the future, as well as its ability to uncover opportunities competitors often miss, is what inspired the creative idea of ‘Beyond the Light’. The concept of light, is pulled through the brand’s new monogram and wordmark, and is paired with a refined balance of elegant and modern design features, a premium aesthetic and intense warmth in our photography and colour palette.
Execution
The new face of the brand came to life in a photo and video shoot set up in their new premises with real staff. The movement and change of light throughout the day was captured utilising artificial and natural light sources. Slow motion vignettes for web and social assets add to the ethereal feel. We wanted to make the brand feel sensitive and considered, the same way MA Financial Group treats their customers.
