AFCA Branding

Australian Financial Complaints Authority


Launched in November 2018, the newly established Australian Financial Complaints Authority or ‘AFCA’ replaces the three existing financial complaint schemes of the Financial Ombudsman Service (FOS), the Credit and Investments Ombudsman (CIO) and Superannuation Complaints Tribunal (SCT).

Grindstone was engaged to create a brand that speaks to consumers, financial institutions, internal stakeholders and the general public of a fair, efficient, accessible and independent complaints resolution service.


The opportunity for the AFCA brand was to reposition the new entity as a more accessible and easy to use service than its predecessors.

A brand strategy was developed through a co-design process, and based on a deep understanding of the role AFCA would play in building trust in the financial sector.


We worked closely with AFCA to bring to life the vision of an accessible brand that all Australians can trust.

We created a brand that is approachable and friendly, colourful and diverse – a service where member institutions, the Australian public, employees and stakeholders would all be welcome, respected and supported.

  • Brand Strategy
  • Brand Development
  • Brand Style Guide
  • Design
  • Collateral Design
  • Information Architecture
  • UI Design
  • Web Development
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We put ‘banks’ and ‘trust’ in the same brand.
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