The AFA is delighted to be celebrating 65 years of servicing the financial advisory profession and to announce the launch of their new brand.
Whilst the AFA’s core identity remains the same – an Association ‘by adviser for adviser’, the new visual identity and positioning is contemporary and represents the Association’s values.
AFA CEO, Richard Klipin said a number of factors influenced the decision to rebrand the AFA. “The marketplace is changing, there are changes in consumer expectations and the AFA is evolving and growing,” he said. “Member research demonstrated that the AFA are outward looking and practical, nimble and adaptable, passionate about working together for a better future for all and have access and influence where it counts. These qualities set the tone of the new brand and positioning statement ‘Make it happen’.”
AFA President, Brad Fox said ‘Make it happen’ encapsulates the AFA strong ‘can-do’ approach. “AFA members ‘Make it happen’ for their clients every day,” he said. “Good advice transforms lives and gives them choices in good times and bad. AFA Members help Australians build, manage and protect their wealth. ‘Make it happen is a reflection of the actions of the AFA and has many aspirational qualities.”
The AFA stands proudly on four brand pillars:
- Voice: Being the most effective voice to government, media and consumer
- Education: Providing a clear education and development pathway for financial advisers
- Leadership: Delivering better access to insights and expertise
- Community: This is two-fold. Firstly, making a greater contribution to the Australian community through the AFA Foundation and secondly, the AFA fosters a strong community of advisers who learn, grow and thrive
The new logo represents the many layers and complexity of life. The metaphor is a kaleidoscope. It stands for the adviser’s ability to make sense of the future, by arranging it into a more logical platform.
The AFA has also rebranded the AFA Foundation and GenXt and have refreshed their stationary, marketing collateral and electronic communication. “The exciting new website content and functionalities will be launched Jan 2012,” Mr Klipin said. In 2012 and beyond, make it happen with the AFA.”