Keystart celebrates new beginnings with a category-breaking brand from The Brand Agency

The Brand Agency has helped Keystart launch its new brand platform with a colourful and category-breaking brand identity.

Launched yesterday, the new brand identity has helped create a framework that extends into the organisation’s brand values, digital platforms and the interior design of its new Subiaco offices.

“The home is the vibrant hub of our everyday lives, providing a sense of place, comfort and all-round security,” said Emily Colman, Strategist at The Brand Agency. “However, across Western Australia getting into your own home has never been tougher. By offering a range of low-deposit home loans, Keystart is able to provide the dream of affordable home ownership to many who may not meet the entry requirements of mainstream lenders.”

The Brand Agency’s Head of Design, Dan Agostino, said with an identity 30 years old, a revised design approach was needed to align with the organisation’s growth, heightened importance and new vision and values.

“The rebrand was designed to celebrate one of life’s most colourful and rewarding moments – buying your own home,” said Agostino.  “The brand puts people at its heart, representing all of the individuals that Keystart have helped over the years. To represent these different stories, a series of identities were created to form a flexible brand platform, rippling through the wider community into a spectrum of colour.”

Based around a simple circle device, the new brand identity highlights how Keystart can transform the great Australian dream into the great Australian reality.

“After extensive customer research our brief to The Brand Agency was to help us refresh our identity to better meet the expectations of our customers and staff and give us the agility and scalability we need,“ said Keystart’s Chief Operating Officer, Lindsay O’Sullivan. “We’re really proud of the result. It is a tangible reflection of a broader transformation of our business, that leverages the significant equity the brand has developed over the last 30 years”.

Client: Keystart
Marketing Officer: Roisin Broderick
Head of Design: Dan Agostino
Design: Emma Lilliman
Copywriter: Anneliese Sullivan
Strategy: Emily Colman and Sandra De Witt
Business Director: Emma Sadler
Account Director: Darcy White
Senior Account Manager: Sarah Kappeler