Rebel Wealth
Brand Identity Redesign | Website Design
Nº1. PROJECT DETAILS
Year: 2025
Client: Rebel Wealth
Services: Brand Identity Redesign, Website Design
Challenge
Regina, the founder of Rebel Wealth, has always pushed back against the ordinary. After more than a decade working in the finance industry, she became frustrated with how indistinguishable most firms looked and sounded - corporate, conservative, and lacking personality. The industry was dominated by an older generation resistant to change, clinging tightly to outdated methods and aesthetics.
Regina’s vision was different: she wanted to build a modern, flexible brand that reflected her bold approach to financial advice and spoke directly to people at all stages of life. When she received a government grant to support her business, she saw the opportunity to reimagine everything from the ground up. She then approached Milkshake Creative to help create a brand identity that captured her rebellious spirit while also inspiring trust and connection.
Perspective
Develop a distinctive brand identity for Rebel Wealth that disrupts industry norms, communicates Regina’s values, and resonates with a new generation of clients. We also needed to support this with a refreshed website designed to build credibility, streamline engagement, and drive enquiries.
Solution
We started with a full brand audit to clarify Rebel Wealth’s positioning and voice. Regina’s ethos was clear: she wanted to challenge financial industry clichés and offer advice with personality, warmth, and modern relevance.
We took this rebellious spirit as the foundation for her new identity. Where most financial brands lean on muted palettes and corporate typography, we embraced bold, unapologetic design choices.
Drawing inspiration from Palm Springs’ retro-cool aesthetic, we introduced a colour palette of saturated emerald greens, electric pinks, and punchy oranges - tones that radiate confidence and originality, especially in this industry.
Rounded, statement typography echoed vintage resort signage, giving the brand a timeless yet playful quality. To visualise her core promise of financial freedom, we crafted a brand mark inspired by the wild: a striking leopard, designed with an Art Deco flair. This symbol not only conveyed strength and individuality but also aligned seamlessly with the retro-luxe design direction.
We extended this ethos into her brand messaging, developing powerful, audience-driven statements like ‘Your financial rebellion starts here’, ‘Wealth, wildly well managed’, and ‘Focused on life, not just bank balances’.
The new identity came to life through a streamlined, conversion-focused website. Designed for clarity and ease, it showcased services with simplicity, guided visitors smoothly through the touchpoints and encouraged sign-ups without friction. The site balanced creativity with credibility, ensuring Rebel Wealth felt approachable while still authoritative in a competitive sector.
Impact
Rebel Wealth now stands as a refreshing departure from the traditional finance look. The bold identity has not only helped Regina stand out in a crowded market but has also made her vision unmistakable as a financial advisor that is flexible, empowering, and far from ordinary.
Since the relaunch, the brand has attracted a wave of new clients who are drawn to its distinct personality and values-driven messaging. The website has become a powerful sales tool, converting casual visitors into confident leads and establishing trust at every step of the journey.
Most importantly, Regina finally has a brand that reflects her own rebellious energy, one that doesn’t simply fit into the industry but redefines it.
Rebel Wealth Secondary Logo
Rebel Wealth Brand Mockups
Nº2. CREDITS
Collaborators
Graphic Design: Hannah Nolloth
Contributions
Creative Direction: Milkshake Creative
Website Design: Milkshake Creative
Nº3. ABOUT
Rebel Wealth is a modern financial advisory based in Queensland that takes a refreshingly different approach to wealth management.
Founded by Regina, who spent over a decade in the traditional finance industry, Rebel Wealth pushes back against the cookie-cutter corporate conventions that dominate the sector. Instead of focusing solely on numbers and balances, Rebel Wealth provides holistic financial advice that considers your entire life - your goals, your values, and your vision for the future.
With a bold, personality-driven brand and a commitment to flexibility and empowerment, Rebel Wealth helps clients at all life stages navigate their financial journey with confidence, clarity, and a touch of rebellion.