Listed investment companies and trusts have been trading on the ASX since forever, quietly delivering steady returns to around 800,000 Australian investors. But here's the thing – despite this solid track record, research showed the sector (and its membership body, the Listed Investment Companies and Trusts Association) was struggling to connect with younger, less experienced investors. The culprit? Complex language and a conservative identity that made the whole category feel a bit... well, old.

Meanwhile, contemporary options like exchange traded funds were having their moment.

The brief was to reposition the entire listed investment fund sector as simple, diverse, and ideal for longer-term investing – basically, to make a proven sector feel relevant again.

First job: the name. Listed.
Ultra-simple, contemporary, and a sharp departure from the legacy Listed Investment Companies and Trusts Association (LICAT). The new name perfectly captures the brand's streamlined approach – and it's a hell of a lot easier to remember.

This bold rebrand was backed up with a fresh, dynamic logo and an innovative visual language, including a system of graphics representing key investment concepts. Together with a structured, easy-to-understand educational narrative, Listed rejuvenates a proven sector, making investing accessible and exciting for new investors without talking down to them.

Design & Creative Direction Christopher Gough Palmer
Digital & Motion Design Sarah Chen
Digital Development Nero Motion
Account Director Helen MacKenzie & Guy Whateley
Agency Saturday