TOAST Featured on Campaign Brief for Miramar's Business Transformation

TOAST’s brand transformation work for Miramar Group has been featured in Campaign Brief, recognising the strategic and creative thinking behind a major rebrand for one of Australia’s specialist underwriting groups.

The article, Miramar Group makes waves with new brand transformation via TOAST, highlights how TOAST partnered with Miramar Group, owned by Steadfast Group, to consolidate seven specialist underwriting agencies under one cohesive and future-focused group brand.

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One group. Three divisions. Endless growth opportunities.

Miramar Group came to TOAST at a pivotal moment in its evolution. What had previously operated as a collection of independent underwriting agencies needed to become a unified masterbrand — one that could strengthen market clarity, improve broker recognition, support growth and create a more consistent experience across the business.

The challenge was not simply to bring seven agencies under one name. It was to create a brand architecture that could balance scale with specialist expertise. Each agency had built valuable equity within its own market, so the new Miramar Group identity needed to preserve that credibility while giving brokers a clearer understanding of the full breadth of the group’s offering.

TOAST developed a branded house model that brought the business together under three core divisions: Commercial, Financial Lines and Specialty. This structure created a clearer, more scalable framework for the group while still allowing niche and specialist product lines to retain visibility within the broader brand ecosystem.

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Making waves in specialist underwriting

At the centre of the transformation was a new masterbrand idea: Make Waves.

The positioning reflects Miramar Group’s ambition to challenge category conventions and support brokers through a combination of digital tools, responsive service, specialist appetite and broad coverage across industries.

This idea informed the brand’s visual and verbal identity, including a distinctive wave-like “M” logomark designed to communicate momentum, innovation and growth. The broader identity system extended across colour, typography, tone of voice, values, digital design, communications, stationery, presentations, advertising and social assets.

The result is a confident, modern and scalable brand that gives Miramar Group a stronger platform for national recognition and long-term growth.

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Strategy, identity and transformation working together

As covered by Campaign Brief, TOAST’s work spanned brand strategy, audience research, visual identity, brand architecture, digital design, tone of voice and a comprehensive branded communications system.

For TOAST, the project demonstrates the power of brand architecture as a growth driver — particularly for complex organisations with multiple business lines, audiences and legacy brands.

By simplifying the structure and sharpening the market proposition, the new Miramar Group brand gives brokers a clearer understanding of what the group stands for, what it offers and how its specialist expertise can support them.

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Industry recognition for a bold transformation

Being featured in Campaign Brief is a proud moment for the TOAST team and a reflection of the strength of the collaboration between Miramar Group and TOAST.

The project shows how brand transformation can do more than refresh a visual identity. Done properly, it can create strategic clarity, align internal teams, strengthen market presence and build a platform for future growth.

Explore TOAST’s full Miramar Group case study here.