Brief
With the rise of digital and Neobanks there is more competition in the banking industry
than ever before. Bankwest identified a new age approach to their finances meant people
wanted less bank in their lives. In line with their 125th anniversary, we were tasked with
creating an evolution of the Bankwest brand identity to reflect the strategy “Bank Less”. A
brand that is modern, flexible and digital-first.
Solution
We identified the brand’s Sacred Assets and went about evolving their existing brand identity, ensuring we created a ‘Less Banky’ world. Every element was designed to feel simple, joyful and approachable - from the logo and custom typeface, to the digital interfaces and motion suite. Alongside a genuine brand voice and playful illustration style, the result is a distinctly human take on the banking world.
Brand Voice
On the back of Bankwest, Bank Less, it was about showing consumers that they’re getting more out of life and ‘less’ of the traditional bank stuff with Bankwest.
The brand voice reflects the understanding of the role banks play in peoples’ lives and doesn’t overplay it. The brand is there for customers when they need us, not when we need them.
