BRAND DEVELOPMENT / CREATIVE STRATEGY / MARKETING STRATEGY
Financial Services Brand Development & Creative Strategy
Muscle Money
Muscle Money is a new-age finance platform developed to challenge the status quo in car, personal and commercial lending. Built for a younger, digitally-savvy audience, Muscle Money blends expert broker support with automation, making financial approvals quicker and more transparent.
TYPE:
B2C
INDUSTRY:
Finance & Lending, Financial Services
SERVICES:
Brand Strategy, Brand Messaging, Visual Identity Design, Creative Strategy, Tone of Voice Development, Creative Moodboards, Online Brand Style Guide Development, Website Design, Email Template Design, Social Media Approach, Advertising Asset Design, Brand Workshop Facilitation
The Brief
Muscle Money approached Mind Methods with a clear goal: create a fresh, scalable finance brand targeting younger, digitally-driven customers - those comfortable with automation but still seeking expert human advice when it matters. The client wanted to build a brand from the ground up that could support a multi-brand portfolio, eventually operating alongside more mature finance entities like Barker Financial and Savvy.
“We built Muscle Money for younger Australians—people who want finance without the fuss. They’re digital, they’re mobile, they’re doing life after hours. Muscle Money had to reflect that energy and accessibility.”
Caleb Barker - Owner/Founder
Strategic Foundations
We began with a comprehensive brand strategy workshop, uncovering key audience behaviours, refining Muscle Money's unique positioning, and defining the brand’s long-term growth goals. This informed the naming, tone of voice, and overall brand personality—one that’s agile, bold, and empowering for everyday Australians navigating finance.
Key outcomes from our collaborative strategy phase included:
Defining Muscle Money’s distinct audience buckets: commercial finance, car finance, leisure loans, green loans and more.
A name that blends memorability with market visibility—‘Muscle Money’ is punchy, unique and SEO-friendly.
“We didn’t want to sound like a bank. The brand needed to be strong but approachable - something younger people would actually want to interact with, not something that felt like their parents’ finance company.”
Caleb Barker - Owner/Founder
Creative Execution
With brand foundations established, our creative team translated insights into visual and functional assets:
Logo Concepts and a polished Visual Style Guide that speak to a younger audience while maintaining credibility in finance.
Development of website creative direction, including homepage and inner page prototypes for developer handover.
Design of email marketing templates and social media advertising templates ready for immediate rollout.
Direction for brand photography and image style, prioritising relatability, professionalism, and energy.
Visual inspiration drew from lifestyle brands, fintech startups and progressive digital lenders - ensuring Muscle Money felt like a modern disruptor.
Outcomes & Results
While Muscle Money was still in launch mode during the engagement, Mind Methods provided a comprehensive brand platform that:
Enabled the internal team to confidently launch with distinct positioning in a highly competitive lending market.
Provided a scalable brand identity and style assets to guide future website design, social content and multi-channel marketing.
Supported lead generation and digital funnel planning with clear persona-based messaging and tone of voice guidelines.
Delivered a future-ready brand direction aligned with their technology-first, automation-friendly vision.
Key Capability Added
Muscle Money now has a complete brand ecosystem tailored to educate, engage and convert their ideal customer while enabling rapid marketing execution through pre-designed assets and messaging frameworks.
Live Brand Guide: https://musclemoney.mindmethods.au/
Website (Client-Owned): https://musclemoney.com.au/
