Positioning a new superannuation product within the minds of Australian, high-income earning professionals.

Partly owned by Deutsche Bank, Wilson HTM Investment Group (Wilson HTM) is an active leader in mid-market investment and advisory for the private and corporate markets.

In 2010, Platform was awarded the opportunity to strategically brand a range of new products and services, including a recently launched superannuation investment solution aimed at Australian, high-income earning professionals.

Our consultation included competitor research, naming strategy, positioning, and the design of a visual identity system for the product that closely aligned with the Wilson HTM brand.

The strategy behind the name and branding is based on the mindset of typical end-investors, best described in three simple words, ‘dreams, action, and achievement’.