Listed

Investment in branding

Listed investment companies and trusts have been trading on the ASX since the year dot providing steady annual returns to a current base of approximately 800,000 Aussie investors. Despite this long-standing success, research showed that the sector and its membership body, the Listed Investment Companies and Trusts Association, struggled to connect with younger, less experienced investors. Complex language and a conservative identity meant they’d been losing ground to more contemporary options like exchange traded funds (ETFs).

A total refresh is repositioning the listed investment fund sector as simple, diverse and ideal for longer-term investing.

First up, a name. Listed – ultra-simple, contemporary, and a sharp departure from the legacy Listed Investment Companies and Trusts Association (LICAT) – perfectly encapsulates the brand’s streamlined approach. This bold rebrand was complemented by a fresh, dynamic logo and an innovative visual language, including a system of graphics representing key investment concepts. Together with a structured, easy-to-understand educational narrative, Listed rejuvenates a proven sector, making investing accessible and exciting for new investors.