What started out as a print design brief has become a three-year relationship involving everything from branding and product positioning to media strategy and digital builds. Like few other clients, ASX taps into our integrated, channel marketing side.

The original brief

ASX Investor Education provides research, support and programs to facilitate sharemarket learning for everyone from novice, at-home investors to experienced traders. Their Sharemarket Game serves less-experienced users, including an edition just for kids. Though the game was a hit among students and teachers already, ASX wanted to stir up new excitement and rejuvenate its image. They were looking for a creative partner with serious design chops to develop a suite of collateral materials, and they called on Reborn.

"We knew right away that stock photos wouldn’t strike the style we had in mind for this brand," says Dave, one of Reborn’s directors, "Our answer for ASX was original illustration."

Channeling the spirit and maturity of comic book art, and the energy of the trading room floor, Reborn depicted the sharemarket in a series of sophisticated illustrations.

Not long after, the ASX mentioned that their Investor Hour luncheon series was experiencing high registration rates and low attendance rates, so Reborn set out to increase attendance and seminar registration within an younger more novice audience. Targeting young, metropolitan professionals aged 21-34 in Sydney, Melbourne, Brisbane and Adelaide, we executed an integrated, multiplatform media campaign.

The final piece in this effort was a custom-built eCRM system to support ASX in managing registrant data. This solution delivered a significant increase in conversions from registration to attendance.

Pulling all the pieces together...

With two key components of the Investor Education portfolio running well, ASX and Reborn took a step back and looked at their full product line. It was evident some of ASX’s best resources were difficult for beginners and left them wondering how to select a broker, follow legal requirements, make trades—fundamental questions about how to get started.

Reborn developed a ‘Getting Started’ portal in response, which pulls together introductory-level information from all of ASX’s flagship education tools into a single, instructive five-step guide.

... and gently flipping them

We’ve inverted ASX’s approach from product-focused to audience-centric communications, and it’s working. ASX is experiencing positive increases in traffic and seeing significant user interactions with educational tools across the board.

Reborn’s work with ASX is ongoing, and we love that it’s focused on creative, communications and media strategy—not just digital. We’re also proud to serve as the trusted guardian of ASX’s visual identity and an advisor to them on product positioning and branding.

"It’s important for clients to know that we’re fully capable in creative areas beyond digital, including print design and media strategy," says Dave. "Whether we manage those components in house, or work with their other agency partners, I want clients to feel confident in our ability to develop comprehensive marketing strategies and deliver on them."