Tyro rebrand built on ‘Better business banking’
Australian business bank Tyro is taking on a fresh new look with the launch of its first rebrand since 2007.
Headlined with the tagline ‘Better business banking’ to reflect its expansion beyond strictly payments and into banking and lending products in recent years, Tyro’s rebrand also sees the launch of a new-look website and logo and the roll out of a brand campaign in the coming months.
Launched in 2003, Tyro is now Australia’s fifth largest payments provider , while its banking and lending products continue to grow strongly after obtaining a banking licence in 2015.
The rebrand, including the logo and visual identity, was advised by Hulsbosch, while the new website was built and designed by whiteGREY.
CEO Robbie Cooke said while the rebrand presented a fresh look for Tyro, its underlying commitment to deliver innovative payments and banking solutions for Australian businesses would not waver.
“The rebrand is a significant milestone as we continue to innovate our business banking offering and build on our existing payments, banking and lending solutions,” Mr Cooke said.
“Understanding the needs of Australian businesses has been the foundation of our business and its growth over the past 16 years; and the ‘Better business banking’ tagline developed by Hulsbosch reinforces our commitment to deliver innovative products which cater to the needs of our merchants.
“As a business bank built on technology, our website is our shopfront, which made the development of a new site a fundamental component of our rebrand.
“The team at whiteGREY has done a great job in not only delivering on our desire for a customer-centric website, but also capturing the essence of our new tagline of ‘Better business banking’ across the site.”
Hulsbosch Director Jaid Hulsbosch said the agency partnered with Tyro to evaluate the company’s communications and participated in extensive stakeholder research to build brand insights and customer segmentation that aligned with the company’s growth strategy.
“Partners you can trust to help in business are prized relationships. This is the role Tyro has consistently played over the years and what we discovered is the essence of what makes their banking better,” Mr Hulsbosch said.
“The visual identity created by Hulsbosch is based on this idea of Tyro taking care of payments and banking to enable the business owner to focus on their passion, igniting the business. Partnership is also inherent here and our creative focus for their unique, refreshed brand.”
whiteGREY CEO Lee Simpson said the team worked in close partnership with Tyro across technology, design, project management, client services and customer experience to develop the new site.
“Tyro’s website is the face of the business and has grown organically as the business has introduced new innovative products over the past 16 years.”
“Having the opportunity to develop a website with the right experience and with the foundations to support the business as it scales, was a great way for whiteGREY to play a small but important part in the Tyro story.”
Tyro is an Australian Bank and operates under the supervision of the Australian Prudential Regulation Authority (APRA).
Tyro provides credit, debit and eftpos card acquiring, Medicare and private health fund claiming and rebating services, as well as an interest-bearing transaction and deposit account offering integration with Xero accounting software.
Tyro takes money on deposit and offers unsecured cashflow-based lending to Tyro EFTPOS merchants.
Tyro currently serves more than 25,500 businesses with its own in-house, cloud-based mobile core banking platform.
For more information, visit tyro.com
1 As per the statistics detailed in Authorised Deposit-taking Institutions (ADI) Points of Presence June 2018 issued by APRA in October 2018. Excludes EFTPOS providers who are not ADIs.