A brand platform that breaks barriers

In 2022, I took an opportunity to work at a startup that was making share markets easier and cheaper to access. I moved to Stake as an in-house creative, bringing my experience with CommSec to enrich their comms, impact their product and expand an already exciting brand.

We soon became Australia’s #3 investing platform.

With this fast growth came the need to mature the company, but without losing our edge. To signal a move into new investment products, it was time for a new brand platform. Something that would articulate Stake’s stance on ambition, tapping into the cultural and economic context, and create an emotional connection with our audience. 

The result is Onwards, developed in partnership with 72andSunny.

Inspired by stoic attitudes in the face of barriers to progress, Onwards is a mindset. One that empowers ambitious people to focus on – and take charge of – what they can control. This includes their opportunities to build wealth.

This launch TVC, produced by Collider and directed by Dylan Duclos, really resonates amid stagnating wages, persisting inflation and unaffordable housing. But the platform also has legs for the long term, no matter the market. It can spur you to try something different, but also to stay the course, or even to double down. 

Onwards is not about dogged resilience, it’s about what could come next. For Stake, that should be a few years of brand-building on a solid creative foundation.

Onwards.