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Project Overview
Tyro is one of Australia’s greatest fintech start-up success stories. Launched in 2003, Tyro was the first technology company in Australia to be issued a full banking licence.
Hulsbosch were asked to reposition Tyro to customers as a fully-fledged business bank – not just a payments provider, a better banking and lending choice than the current alternatives in the category and to build consideration amongst Australian businesses to get them to switch from their existing bank to Tyro.
Team
Hans Hulsbosch, Executive Creative Director Benni Weller, Creative Director James Nielsen, Design Director Rohan Cain, Associate Design Director Jaid Hulsbosch, Director Carolyn Pitt, Head of Account Management Kelly Eastcott, Senior Account Director Ian Boniface, Finished Artist Vivienne Buls, Studio Manager
Project Brief
The brief for Hulsbosch was to clearly represent the brand’s purpose and direction as a trusted business bank who champion the cause of better business banking for Australian businesses, attracting new customers from Tyro’s key audiences in the health, retail and hospitality sectors.
Hulsbosch’s task was to deliver a new creative brand platform, including tagline, tone of voice, a future proofed identity and accompanying integrated brand campaign.
Project Innovation/Need
An evaluation of the company’s communications and extensive stakeholder research was undertaken to understand and build brand insights to align with the company’s growth strategy. The identity is based on the idea of Tyro taking care of banking and payments to enable the business owner to focus on their passion: igniting the business.
In an ever-increasing competitive category, there was a significant need for a compelling brand that positively differentiated Tyro in market.
Design Challenge
Tyro had a great reputation amongst those who knew the brand, but it was facing two key issues. While it had many good offerings, spanning the key business bank products of payments, deposits and lending, it was only recognised in the market for its payments (EFTPOS) expertise. Furthermore, brand awareness was very low, sitting at 10%.
This created an enormous opportunity but also the challenge: to reposition Tyro to customers as a fully-fledged business bank, that could be seen by Australian businesses as the number one provider of business banking needs.
Effectiveness
Tyro’s new brand has been launched to the market through a new website and digital campaign.
Most recently, an extensive PR campaign secured international and local earned-media across all channels and has contributed to increased brand awareness.
Tyro Payments Chief Executive Officer, Robbie Cooke said, “Hulsbosch are a highly-regarded, trusted partner. They have delivered a strategic brand positioning, brand identity and a comprehensive set of guidelines that anchor our ambitions business plans. Throughout the project, Hulsbosch showed a real understanding of our opportunity in the market and ambitions. They are genuinely passionate about our business and the results show it.”
Graphic Design - Identity and Branding - Tech
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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