Client Overview
Advanced provides fast, flexible capital solutions for innovative Australian startups, cutting through traditional finance red tape to fuel entrepreneurial vision. Founded by Alex, an accountant-turned-entrepreneur with a background in venture capital who’s analysed hundreds of startup balance sheets and deployed millions in funding. When they approached us, they wanted a brand that challenged finance industry conventions while maintaining the credibility essential for their sector.
Our Goals
- To create a bold, distinctive brand that challenges finance industry conventions while maintaining professional credibility
- To design and build a dynamic Webflow website with integrated finance tools that reflects a brand always in motion
- To develop a visual identity that speaks to innovative Australian startups and entrepreneurs who value authenticity
Our Deliverables
- Logo and brand design
- Brand Guidelines
- Social media mockups
- Merchandise and printed material mockups
- Website Wireframes & UX
- Website Design
- Webflow Website Build
- UX Testing & Animation
- Handover Training Session
A BRAND BUILT FOR STARTUP FOUNDERS
When Alex approached us with his vision for Advanced , he knew exactly what he didn’t want – another sterile, corporate finance brand that felt disconnected from the innovative startups he was passionate about supporting. Having analysed hundreds of startup balance sheets and deployed millions in funding, Alex understood that traditional finance often held back the very companies it was meant to help. He wanted Advanced to be different: fast, flexible, and authentically aligned with the entrepreneurs he served.
We worked closely with Alex to create a brand that feels as genuine and forward-thinking as his approach to finance. The challenge was striking the perfect balance between rebellious energy and professional credibility. After all, you’re still asking people to trust you with their money.
BUILT FOR TRUST. DESIGNED TO DISRUPT.
The founder originally envisioned a ‘corporate punk’ aesthetic so we leaned into that, choosing a vivid punk green inspired by the streets of Camden during the height of the punk music era (a creative reference point we loved). To ensure the branding still aligned with the finance sector, we softened the rebellious edge slightly by incorporating hand-painted brush strokes and intentionally imperfect, textured elements. This added grit and authenticity while keeping things polished enough for the industry.
A cog wheel became a central visual symbol of the brand. It represents movement, momentum, and the unseen mechanics constantly working in the background for the customer. It speaks to the idea that Advanced is always in motion: driving progress, making processes simpler, and quietly doing the heavy lifting behind the scenes.
We introduced grainy gradient textures across otherwise block-colour elements to give the brand a raw, tactile quality. The palette remained largely monochrome to support large-scale print runs without compromising consistency or impact.
WHERE THE MAGIC HAPPENED
The website was there the magic really happened. We designed and developed in Webflow, integrating finance-specific tools like calculators and application forms directly into the site. The homepage is dynamic and movement-led, with subtle animations and interactive elements designed to reflect a brand that’s always pushing forward.
The messaging throughout the site reinforced Advanced’s positioning as “people people” first, finance people second. We highlighted Alex’s story and track record while emphasising the company’s mission to power the hopes, plans, and dreams of Aussie innovators. Every page was crafted to feel approachable and human, stripping away the typical finance industry jargon in favour of straight-talking copy that resonates with startup founders.
The result is a brand that feels entirely authentic to Alex’s vision – professional enough to inspire confidence, rebellious enough to stand out, and dynamic enough to reflect a company that’s genuinely committed to doing things differently.
Advanced now has a brand identity that perfectly captures their disruptive approach to finance while maintaining the credibility essential in their industry. The website successfully converts visitors into leads, with integrated tools making it easy for startups to engage with Advanced’s services from their first interaction.
As Advanced continues to deploy capital to fuel Australian innovation, we’re excited to see how the brand evolves. With plans to expand their service offerings and reach more entrepreneurs across the country, Advanced is perfectly positioned to continue disrupting traditional finance.
We’re proud to have helped build a brand that doesn’t just talk about backing innovation – it is innovative.
