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News & Projects
Mark Hobart joins PUSH as Strategy Director

PUSH Collective has recruited Mark Hobart to a newly created role of Strategy Director, to support the business in its continued expansion.

Mark joins PUSH from Kantar TNS in Melbourne, where he led the innovation practice, consulting to clients including Coca-Cola, L’Oreal, Mars, AGL and Telstra. Previously, Mark was the Global Account Director for Vodafone at Kantar TNS in London.

“Our focus at PUSH is on leveraging data and consumer insights into robust brand strategies that can drive business and even cultural change, ” said Erminio Putignano, managing director and founding partner of PUSH. “We’re delighted to have Mark onboard because he combines three important skills: he is a creative problem solver, he has international experience in market research, and he approaches brands as catalysts for innovation.”

As Strategy Director, Mark will take a lead role in overseeing the delivery of market research and brand strategy for client projects, and will work closely with PUSH’s partners and senior team on business development and the expansion of the firm’s offering. His first projects will be in the travel, public transport and financial services sectors.

“I am excited to be joining such a strong team, with a number of fantastic clients,” said Mark. “PUSH is renowned for the quality of its work and its influential relationships with clients, which form a powerful basis for its continued growth. It’s the perfect place to build on my insight and innovation background, and apply this perspective to ambitious brand challenges.”

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PUSH and MASS rebrand major Australian fintech, Netwealth

One of Australia’s leading fintechs, Netwealth, has launched a new identity by brand consultancy PUSH Collective, with digital agency MASS leading the design execution of the digital platform.

With a successful superannuation and investment platform and more than $14.5b funds under management and administration, Netwealth identified a need to complement its technical innovation with a renewed brand strategy to achieve their evolving growth strategy.

PUSH was appointed to overhaul the expression of the Netwealth brand ­– a brand that did not reflect the success of the business – to raise distinction, awareness and ultimately appeal among their increasingly savvy customers.

With this challenge in mind, PUSH developed an unashamedly vibrant creative platform and brand identity as a distinct alternative to larger financial institutions.

“Netwealth’s entrepreneurial spirit and enthusiasm for innovation is genuine and infectious. We were determined to find a way to express these qualities in a sector usually defined as inflexible and bureaucratic,” said Ken Shadbolt, executive creative director of PUSH. “From the outset, we knew that the digital interface would be the ultimate expression of the new brand. Partnering with MASS was an obvious choice. Not only because we have worked together previously, but because we share a belief in the importance of seamlessly integrating brand thinking and UX/UI design.”

The result is digital experience that brings the brand to life with beautiful functionality and extraordinary attention to detail.

“It was essential that we designed a bespoke user experience, with a refreshing injection of colour and personality to support the renewed brand concept developed by PUSH,” said Tim Kotsiakos, creative director and founder of MASS. “With the new brand came a rare opportunity to create something that stands out from the sameness that often stamps the finance sector. The new space not only reflects the renewed brand, but also provides a seamless experience for all users across all devices.”

Matt Heine, joint managing director of Netwealth said: “There is an obligation for brands like Netwealth to adopt an edgier use of technology and create engaging experiences that intuitively feel more like a leading tech company than a financial institution. Working with PUSH and MASS proved to be a pivotal decision, resulting in a truly integrated experience that creates greater differentiation and distinction for our brand.”

Netwealth’s new brand platform is now live and the new website can be accessed via this link: www.netwealth.com.au.

 

Video credits:

Creative direction: PUSH Collective
Motion design: Gramm

 

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ACU reveals new brand identity by PUSH

The Australian Catholic University (ACU) has launched its new brand identity, developed in partnership with brand consultancy PUSH Collective.

At the heart of this new identity is the guiding principle of creating ‘Impact through Empathy’. Empathy is profoundly relevant in today’s polarised society and has long been cited as a critical skill for effective leadership.

“ACU’s focus of creating ‘Impact through Empathy’ signals a confident new direction for the university – one that celebrates both the university’s founding values and its aspiration to academic excellence,” said Erminio Putignano, Managing Director of PUSH Collective.

“We wanted to convey the Catholic ethos of the university through a narrative that has universal appeal and projects a compelling idea of leadership for people of all backgrounds and religious beliefs.”

The new brand strategy has been brought to life through a distinctive visual and verbal identity, featured for the first time in a multi-channel Open Day campaign, also by PUSH Collective. It showcases a selection of ACU alumni’s success stories and the deep positive impact they have achieved in their endeavours.

 

As part of the project, PUSH Collective embarked on extensive market research and stakeholder consultation, discussing the role of higher education and views on Catholicism in our society. It became clear that there was an important role for a university that equips people to make a difference through empathetic leadership.

“This work represents a significant evolution for the ACU brand. It’s a coming-of-age strategy for the university and it’s centred on an idea that has a relevance that’s truly universal and urgent in today’s world,” said ACU Director of Marketing and External Relations, Kathy Vozella. “It has been embraced by the whole of the University and will deeply influence our staff and student experience, research and courses in the years to come.”

The introduction of the new brand identity reflects the growing success and aspirations of ACU. Opened in 1991 and operating out of seven campuses across the country, ACU is Australia’s only publicly funded Catholic university. Over the last several years, ACU has significantly grown its number of students, set up a new campus in Rome, and established a series of research institutes focusing on education, health, theology and philosophy, social justice and the common good.

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