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© 2026 GHO Sydney
We acknowledge the First Peoples of Australia and their deep connection to land, skies waterways and community. We pay our respect to Elders past and present.
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© 2026 GHO Sydney
We acknowledge the First Peoples of Australia and their deep connection to land, skies waterways and community. We pay our respect to Elders past and present.
ABC Bullion is Australia’s leading precious metals and bullion specialist, operating within Pallion, Australasia’s largest fully integrated precious metals services group.
As customer expectations evolved, the opportunity was to ensure its digital experience reflected the same trust, expertise and confidence customers associated with the brand in person.
GHO Sydney partnered with ABC Bullion to evolve its digital ecosystem through a website redesign, digital brand expression, product experiences and customer communications, creating a connected foundation that modernised the customer experience while building on decades of brand equity.
Client
ABC Bullion
Industry
Non-Government Organisation
Project
Brand Strategy & Design | Website & Product Design
ABC Bullion had built decades of trust, but its digital experience no longer reflected modern customer expectations. Navigation lacked clarity, key journeys were fragmented and important interactions still relied on manual processes.
The challenge was to create a connected digital experience that better expressed ABC Bullion's established trust, expertise and creditability while guiding customers more confidently from research through to investment.
Discovery confirmed that ABC Bullion’s strength was its existing reputation. The opportunity wasn’t to create a new identity, but to better express that identity digitally.
By connecting brand expression, UX and customer communications, the experience could become clearer, more consistent and easier to navigate while preserving the trust and credibility customers already associated with the brand.
Research, UX analysis and brand strategy identified where clarity, trust and confidence could be strengthened across the customer experience.
These insights informed a digital brand expression framework that defined clear experience principles and scalable design system that established consistent principles across the website, product experiences and customer communications, creating one connected experience.
The project established a digital design system that created a consistent visual and functional language across future products, communications and digital experiences, ensuring every touchpoint felt recognisably ABC Bullion.
This initiative translated ABC Bullion’s trusted physical presence into a more modern digital experience supported by clearer navigation, improved product information and simplified customer flows.
Beyond the website, GHO helped shape the customer experience for the ABC Bullion Gold Decumulation Plan a new investment solution requiring a clear and accessible way to educate how customers could generate regular cashflow from their precious metal holdings while remaining invested in gold and silver.
This thinking then extended into lifecycle communications, supporting onboarding, education, purchase reassurance, SMSF customers, high-value client engagement and retention.
The initiative established a cohesive digital foundation across ABC Bullion’s website, product experiences and customer communications.
It strengthened how the brand’s trust, expertise and market leadership are expressed across digital touchpoints, making complex information easier to understand, customer journeys more intuitive and future communications easier to scale.
The result was a more consistent and confidence - building digital experience that supports customers from initial research through to ongoing engagement.
