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Obie entered the Australian fintech market with a promising product but no brand to match it. No name, no identity, no clear audience, no go-to-market. The product was real; the positioning was undefined.
Australian fintech is dynamic and crowded, with shifting investor sentiment. Obie needed a value proposition that spoke directly to millennials and Gen Z taking control of their financial futures, positioned as Australia's first personalised wealth platform for that generation.
We built Obie from zero: naming, brand strategy, visual identity, website, investor collateral and go-to-market. Beyond the creative, we provided leadership coaching and investment consulting to help the founding team navigate a shifting fintech landscape.
Antimony delivered business strategy and market positioning, brand naming and identity development, a content strategy and narrative framework, a go-to-market and launch plan, a brand design system and visual identity, leadership coaching and founder advisory, investment consulting and pitch development, and collateral design including the investor deck.
We translated a technical product into a human brand and a clear market position, then backed it with the investor collateral and go-to-market to launch and raise.
Obie raised $1.2M in seed funding and built a 2,400+ pre-launch waitlist, then drove 3,800 app downloads within the first 90 days. The launch built 8,500+ social followers from zero across Instagram and LinkedIn, sign-up converted at 4.1%, and launch content averaged 6.2% engagement.
