HMW Group

Transforming the brand identity of Australia's top experts in Financial Services

Elevating Brand Unity

HMW Group won the bronze award at the International Indigo Design Awards 2024.

Established in 1991, HMW Group is an accounting and advisory firm based in Brisbane, Australia. Led by seasoned professionals, the firm delivers innovative solutions and expertise across diverse industries. From taxation to mergers and acquisitions, capital raising services, valuation, project finance, debt advisory services, and corporate finance, HMW Group boasts a track record of success in providing comprehensive services. With a commitment to a 5-star client service charter, the firm prioritises clear communication and offers value-driven advice, instilling confidence in its clients.

Strategic Framework Development

HMW Group and its five specialised business unit brands encountered numerous challenges in their branding strategy. The primary obstacle was the lack of clarity and effective communication with potential market customers. Despite possessing unique personalities and value propositions, their existing brand identity struggled to convey their message efficiently. This hindered their ability to connect with their target audience and attract customers while clarifying their existing client base.

Additionally, aligning the ten groups of partners across various specialist units posed a significant challenge, resulting in inconsistent messaging and branding across the company. To address these challenges, HMW Group recognised the critical need for a comprehensive and strategic rebranding effort to unify its brand offering and effectively showcase its solutions and unmatched expertise.

Brand Architecture – A vital aspect of the project was redefining the brand architecture to ensure clarity and cohesion across all levels of the organisation. Viabrand® worked closely with HMW Group to develop a structured framework that aligned the individual business unit brands under the overarching HMW Group brand. Transitioning from the traditional House of Brands Model to an Endorsed Brands Model, each brand was strategically positioned to reinforce the group’s collective strength while maintaining its unique identity. This approach enabled consistent communication and enhanced brand recognition, facilitating a seamless experience for clients and stakeholders.

Cohesive Brand Communication

Branding Positioning – Viabrand® strategically crafted the brand identity for HMW Group and its individual SBU brands by adopting a cohesive approach to brand application and usage. Transitioning from the traditional House of Brands Model to an Endorsed Brands Model, each brand was aligned under the overarching HMW Group umbrella. This shift facilitated consistent communication of news, announcements, and updates involving the entire organisation, maintaining clarity and unity across all brand interactions. Viabrand® ensured a cohesive delivery of collaboration, problem-solving, and collective strength across all brand offerings, highlighting the synergy and comprehensive system that defines the HMW Group’s brand identity.

Brand Touchpoints and Rollout – The project involved the development of comprehensive brand guidelines, encompassing brand positioning, messaging, and visual identity standards. Additionally, Viabrand® created sales material templates, video templates, and social media templates to ensure consistent brand representation across all touchpoints. This rollout strategy ensured that HMW Group’s brand identity was effectively communicated and reinforced across various channels, further solidifying its market position, and enhancing brand recognition.

Website – The web development process played a pivotal role in the project’s success. Viabrand® utilised their innovative Base Framework, a high-performing system crafted with custom HTML, CSS, and JavaScript, to design the site’s layouts. Integrated into WordPress CMS, the Base Framework enabled efficient website management, providing users a seamless experience.

Check out the solution by visiting the website: https://hmwgroup.com.au/

Expert Brand Strategy Development

HMW Group embarked on a comprehensive brand strategy and brand refresh initiative with the assistance of a dedicated team of experts at Viabrand®. Through intensive workshops and collaborative sessions involving all partners and specialist units, the team delved deeply into understanding the essence of each brand and the overarching group identity. Leveraging insights gathered, a meticulous process of conception, design, and communication methods was undertaken to craft compelling brand identities that reflected the personality and values of each business unit while aligning with the overarching group vision.

What They Say
“Jho, Amber and the entire team are just true masters of their tradecraft. Their product is absolutely exceptional and it’s matched pound-for-pound by their customer service. Working with Viabrand on our organisation’s brand evolution project was an absolute joy and I couldn’t speak highly enough of the experience end-to-end. Thanks, Viabrand!”
John - CEO (Workcom)