Lonsdale Unveils New Look

18th May 2006

Lonsdale Financial Group Limited (Lonsdale) today announced a revamped corporate identity, redeveloped website and a new trade advertising campaign.

Mario Modica, Lonsdale chief executive said the brand was created in 1988 and that it was time for an overhaul of their corporate identity.

“We have a widely recognised brand and have maintained our powerful red diamond symbol. Lonsdale now has a more contemporary look, reflective of our current market position.

“The corporate identity changes flow through to the website where we provide comprehensive online technical support to our advisers. The network required more efficient, automated and streamlined online services for the backend pages, such as research and training.

“These initiatives and our new trade advertising campaign fit with the business goals of supporting the network and attracting new planning practices and accounting firms to the network.

“The changes will further cement a strong connection with existing Lonsdale practices, while strengthening our overall position in the marketplace,” said Mr Modica.

Corporate Identity

“We have a strong corporate identity and have updated our brand with cleaner lines and introduced silver as a support colour to the Lonsdale red. This will be widely used across our electronic and hard copy marketing communications.

“The updated branding extends to Lonsdale’s head office immediately. Lonsdale’s 170 plus advisers will replenish their current stock with new materials over the coming months,” said Mr Modica.

Website

“The shifting legislative environment, increased training requirements and adviser reliance on online support, templates, orders and backend access to strategic partners’ websites, mean our online presence can measurably make a difference to our adviser’s business.

“The front end of the website does its job well – explains who we are, what we do, looks good, is easy to navigate and highlights new information. It’s the backend which only our advisers see and use on a daily basis where massive amounts of information and resources are apparent,” said Mr Modica.

Advertising campaign

“What we love about our new advertising campaign is the use of our advisers telling their own stories. Of course, you can’t do all of that in an advertisement, so we’re also utilising the website to generate interest.

“It’s no secret that we’re aiming to attract quality financial planning practices and accounting firms to the network. We had a great response from our Associates and will feature a number of Lonsdale firms in the coming months – each with their own unique story to tell.

“The campaign clearly communicates the facts – yes, there are many challenges to your business when changing dealer groups. At the end of the day, they all wished they had made the move years ago,” said Mr Modica.

For further information, copies or thumbnails of new logo, website or advertising, please contact: