CMC Invest has quietly become Australia’s second-largest retail stockbroker through a series of acquisitions and competitive offerings. But despite this prominent market presence, CMC lacked brand awareness. A rebrand aimed to solidify CMC Invest’s position as Australia’s biggest non-bank stockbroker and lean into a mobile-first strategy. 

An additional objective included increasing the number of clients onboarded to invest overseas, requiring the need to convey that international equities were easy and accessible for everyday Aussies. A new positioning statement, “Australia’s favourite non-bank stockbroker,” was paired with a cheeky tone, inclusive photography, new iconography, and correspondence imagery of people in everyday situations investing on the go. 

As a result, the company saw a substantial increase in the number of new clients coming onboard trading international equities. Additional impressive results included significant increases in future intent, brand equity, top of mind, unaided awareness, aided awareness and product awareness. The new creative and brand platform also drastically increased the company’s relevancy score.