Hulsbosch has created a complete rebrand for Tyro, the first technology company in Australia to be granted a full banking license. Launched in 2003, Tyro needed to communicate that, although it is a payment facilitator, it is also a full–service business bank. It promises to be a better choice than customers' traditional choices, including brick–and–mortar establishments.
The new positioning is in fact built around the platform "better business banking," which at first glance doesn't feel especially revolutionary. But in this case, the graphics provide the excitement as well as a visual on what this means. The "o" at the end of Tyro easily morphs to pair with a pizza, an on–button, a camera lens, a tire—anything round, in fact. It's a malleable shape that can represent almost any aspect of what payment could mean for customers.
