Advantedge (part of NAB Group)

Advantedge is a wholesale loan servicer and a major participant in the Australian mortgage market. Once part of the Challenger Group, today Advantedge has a complex suite of B2B as well as consumer brands within its portfolio.

In 2011 Icon.Inc was appointed to lead a brand transformation of Advantedge’s consumer lending businesses PLAN, Choice and Fast. We conducted a comprehensive brand audit followed by structured stakeholder engagement and facilitated workshops. An iterative brand building process resulted in an entirely new positioning and set of brand values, key messages and tagline for PLAN Lending. New print and advertising collateral is now being deployed.