A new brand and direction to make it all count.
Encounter Group is a financial planning business based in South Australia, supporting clients and farming families across regional communities with personalized, life-long advisory.
Bridging the gap between team culture and public perception.
Encounter’s existing brand lacked clarity and consistency. For a business built on deep personal relationships, regional integrity and trust, this created a severe disconnect between how the team operated and how the business was perceived.
The financial planning industry is frequently perceived as impersonal, corporate, and detached from everyday families. The new brand needed to communicate unassailable professionalism while remaining warm, grounded and human-centred.
It also needed to stand proudly apart in a crowded sector, giving their advisers the tools and collateral to engage clients across generational wealth transfers and agricultural business planning.
Four structured phases from strategy to launch.
Explore the detailed methodology Red5 Creative applied across the full engagement with the Encounter Group team:
We conducted an intensive full-day discovery workshop involving the entire Encounter advisory and administrative team. We mapped client archetypes, including young regional families needing cash flow guidance (e.g. Luke & Katrina in Port Lincoln) and independent professionals focused on wealth preservation and estate planning (e.g. Tanya in Strathalbyn).
From the discovery insights, we established Encounter's verbal identity framework. At its heart sits the positioning tagline: “Your path. Your future. Make it all count.”
This messaging acknowledges that financial advice isn’t about sterile spreadsheets; it’s about making every milestone, every working year, and every hard-won dollar count towards personal security and family legacy.
1. Knowledgeable & Insightful | 2. Personal & Accessible | 3. Dependable & Transparent
Stylescapes are an essential milestone in the Red5 process. Rather than debating abstract concepts, we presented three distinct visual directions:
- Direction 1 (Mild): Knowledgeable, Professional, Trusting — Classic corporate banking navy with structured geometric iconography.
- Direction 2 (Medium): Knowledgeable, Personal & Friendly, Authentic — Warm coastal teal with approachable human photography and organic secondary marks.
- Direction 3 (Spicy): Knowledgeable, Genuine, Dependable — High-contrast deep blue and vibrant orange with bold editorial typography and dynamic lifestyle imagery.
The approved visual identity pairs a modern lowercase wordmark with an energetic stepping dot path, visualising a client’s journey towards financial clarity.
The system was rolled out across business cards, presentation folders, digital document templates, office window graphics, vehicle fleet wraps and outdoor media.
“Red5 Creative were excellent to work with throughout our rebrand. The process was detailed, insightful, and highly engaging, resulting in an outcome we couldn’t have achieved on our own. The team’s approach and genuine understanding of our business made a real difference. We highly recommend Red5 to any business looking for considered, professional design.”
Strengthened perception and long-term regional authority.
The new identity better reflects Encounter's values and strengthens how the business presents itself. It brings consistency across touchpoints and provides a solid foundation for ongoing growth and more effective communication of the business's personalised financial approach.
With a flexible design system and unified marketing materials, Encounter advisers can now present with absolute pride in every client meeting.
Let's build an identity that reflects where you're heading.
We work directly with business leaders and advisory teams ready to invest in a collaborative, structured rebrand.