MLC
Be Invested
Insight
At Dentsu, I was entrusted with leading the development of a comprehensive brand guideline for MLC, one of Australia’s most recognisable financial services brands. With a legacy rooted in trust and stability, MLC needed an updated brand identity that reflected its evolution while maintaining its established credibility. My role involved crafting a cohesive and modern brand framework to guide all visual and communication efforts across web, digital, and print platforms.
The project involved creating detailed specifications for the logo’s use in various contexts, such as web, digital campaigns, and print materials. This included defining clear space requirements, sizing rules, and placement guidelines to ensure the logo maintained its integrity across mediums. Additionally, I established typography guidelines, selecting primary and secondary typefaces with specific applications for headlines, body text, and captions. These choices balanced contemporary aesthetics with the brand’s established character.
Idea
A significant part of the project was developing a cohesive colour palette that adhered to accessibility standards while providing a fresh visual identity. The updated palette was designed to work seamlessly across digital and print platforms, enhancing readability and brand recognition. To support MLC’s growing digital needs, I introduced clear rules for digital campaigns, including banner ads, social media posts, and EDMs, ensuring that all digital assets aligned with the refreshed brand identity. To further enhance consistency, I created a library of design assets, including iconography, imagery guidelines, and templates, allowing internal teams and external partners to produce aligned and visually striking materials.
Modernising the brand while preserving its legacy was a significant challenge. The solution lay in evolving existing design elements into cleaner, contemporary formats that respected MLC’s heritage. By striking this balance, I ensured the updated brand appealed to both longstanding customers and new audiences. I also prioritised flexibility, designing the guidelines to accommodate the fast-paced demands of digital campaigns. Pre-approved templates and adaptive design frameworks were introduced, enabling the creative team to efficiently produce campaign assets while maintaining brand standards.
Impact
The updated brand guidelines were successfully implemented across all of MLC’s channels, enabling the organisation to maintain a consistent and professional image. Internal teams and external partners praised the clarity and practicality of the guidelines, which streamlined workflows and ensured adherence to the new identity. The refreshed branding resonated well with both existing customers and new audiences, reinforcing MLC’s position as a forward-thinking yet reliable financial services provider.
This project underscored the importance of a strong and adaptable brand identity in a competitive market. By delivering a comprehensive and user-friendly guideline, I played a key role in helping MLC reassert its presence as a leader in the financial services sector. This experience reflects my ability to combine strategic thinking with design expertise, creating branding solutions that drive clarity, consistency, and long-term value.