Miramar Group makes waves with new brand transformation via TOAST
Independent strategic brand and business transformation agency TOAST has unveiled a major brand transformation for Miramar Group, consolidating seven specialist underwriting agencies under a bold future-focused identity.
Owned by Steadfast Group, Miramar operates across Commercial, Financial Lines and Specialty insurance categories. TOAST was engaged to bring together the diverse businesses into one cohesive group brand capable of boosting awareness, driving growth, improving market clarity and strengthening broker recognition across Australia.
The transformation included brand strategy, audience research, visual identity, brand architecture, digital design, tone of voice and the rollout of a comprehensive branded communications system.
Previously operating as a collection of independent underwriting agencies, the challenge was to unify the businesses without losing the specialist expertise and reputational equity each brand had built within their respective markets.
TOAST developed a new masterbrand positioning centred around the idea “Make Waves”, reflecting Miramar Group’s ambition to disrupt traditional underwriting through cutting-edge digital tools, greater responsiveness, and stronger broker partnerships.
The identity system introduced a bold and distinctive visual language anchored by a custom “M” logomark designed to symbolise innovation, momentum and growth. TOAST also implemented a branded house architecture that grouped the business into three core divisions: Commercial, Financial Lines and Specialty.
The transformation extended across digital platforms, internal communications, presentations, social assets, stationery, advertising and brand systems to create a scalable national identity.
Says Emile Rastoll, Brand Transformation Director at TOAST: “Brand architecture is often one of the most overlooked drivers of growth within complex organisations. For Miramar, the opportunity was to create a structure that aligned stakeholders, simplified the market offering and unified seven specialist businesses under a shared purpose. By bringing strategic clarity to the group, we created a foundation that supports both operational alignment and long-term brand value.”
Says Nicholas Sammut, Managing / Executive Creative Director at TOAST: “The strongest brands simplify complexity. Miramar had built significant capability across seven specialist businesses, but that strength wasn’t being expressed through a unified market presence. We created a bold masterbrand that brings those businesses together through a distinctive identity system designed to signal confidence, movement and innovation. The result is a modern brand that feels both established and future-focused.”
The rebrand arrives as consolidation continues across the insurance and underwriting sector, with businesses increasingly looking to unified brand systems to strengthen market positioning and create operational alignment.
The project has already been featured across industry media following Steadfast Group’s move to consolidate the agencies under the Miramar name.
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