Where and how you invest your money has the power to change the world.

Since 1986, Australian Ethical have pioneered ethical investing in Australia – taking affirmative action through investments, advocacy, active company engagement and philanthropy in creating a more sustainable future.

With interest amongst Australians in ethical investing on the rapid rise, Australian Ethical recognised the need to re-imagine their brand identity to maintain their leadership position. 

Our strategy was simple. Create a brand identity which opens people’s eyes to a better world. We created a impactful brand language filled with positivity and inclusivity that could speak to all audiences from individuals to advisors, employers, institutions and shareholders, millennials to baby boomers, across all products and services. 

The new AE logo, inspired by natural form is a dynamic and bold shape representative of Australian Ethical’s role as a change agent and active force.  Combined with a vivid colour palette, striking illustrations, diverse photographic library and motivating tone of voice; these elements work together to achieve powerful brand story. Balancing this vitality is a linear framework and a pared back and considered typographic and iconographic approach. The mix of the adaptable window system, typefaces and icons bringing clarity and credibility to Australian Ethical's purpose, principles, products and performance. 

Working across a spectrum of contexts and channels, this modular identity scheme gives Australian Ethical tools to stand-out of the crowd, demonstrate capability and build connection and confidence. Purpose driven (way before that was even a thing) and as the first ASX registered B-Corp — it was an absolute privilege to work on.