Australian wealth management group, Ord Minnett, has undergone a brand refresh to reflect its transition from a stockbroker to a full-service advice and investment services firm.

Ords, as it's also known, engaged branding design agency Principals to undertake the project, developing the brand idea, 'Mastering Destinies', to reflect Ords’ long-term relationships with clients and its role in shaping their financial futures.

A core dynamic element of the redesign is the 'Financial Wave', a graphic device representing Ords’ protection and growth of clients’ wealth through tailored financial solutions.

It comes as Ords, which advises on more than $62 billion of clients’ funds, moves into its next growth phase with an aim to broaden market perceptions and reach new audiences.

Chief Marketing Officer at Ord Minnett, Siobhan Keaton, said: “Ords has changed enormously throughout its 152 years. Today, Ords is an advice business, yet historically we have been known as a stockbroker. In refreshing our brand, the task was to broaden market perceptions. Importantly, the brand refresh will allow us to reach new audiences, and signal to the market that Ords has evolved.”

Strategy Director and Principal at Principals, Moensie Rossier, said: “Ord Minnett’s growth trajectory is ambitious. The rebrand encapsulates this in every respect, highlighting the pioneering spirit of Ords’ people and its clients. The strong brand image creates a positive bias to the business which helps to build trust with clients and internal pride.”