Our creative team set about developing a concept that would sit comfortably with, yet not directly echo, the two existing trading brands: MyState Financial and Tasmanian Perpetual Trustees Limited.

The concept ultimately selected was in keeping with both the financial services category and, importantly, MyState Limited’s role as a non-trading holding company. It required an appropriate sense of strength and corporate understatement, but it also needed a fresh, contemporary twist.

So, in keeping with the idea of making ‘a strong yet dignified statement’, the design incorporates a subtle exclamation mark in the first stroke of the ‘M’.

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