The Brief
Bank Australia initially aimed to redesign their website but soon recognised the need for updated brand guidelines. While they had many documents capturing various aspects of the brand, there was nothing cohesive in place. There was an opportunity to clarify their messaging, particularly in linking their impact with products and services, to help unify their strategy to support their identity and future growth.
The Solution
We reviewed, audited, and consolidated existing documents to create a clear, updated strategy for Bank Australia. This strategy captured the brand’s essence and clarified their messaging, aligning with their 2025 goal of being a purpose-driven, trusted bank in a changing market. We then helped develop a brand system bringing the strategy to life with agency Shadowboxer.
The Impact
The new brand strategy laid the foundation for a new website and many other documents, ensuring consistent messaging across channels. With this unified approach, Bank Australia could clearly communicate its values and impact, reinforcing its position as a leading B Corp and a trusted name in socially responsible banking.
Highlights
Review and audit to refine brand narrative
We reviewed, audited, and consolidated their brand documents to strengthen the narrative and better reflect their purpose, aspirations, and values. Although the existing content was mostly up to date, we identified the need for more detailed descriptions. Our focus was on refining their brand personality, tone, and messaging to ensure clarity on their customers are, and discover what messaging would connect with them most.
Collaborative workshops to define brand messaging
We facilitated three inclusive workshops to bring the team together and collaboratively refine Bank Australia's customer value proposition, messaging model, messaging pillars, and brand personality. By starting with shared homework and moving discussions to Mural, we created a space for everyone to share their insights. This collaborative and iterative approach helped us collectively develop a strategy that reflects the team’s ideas and resonates with their audience.
Finalising a comprehensive brand strategy document
Once we all aligned as a team, we consolidated the information into one document that provided a holistic understanding of Bank Australia's identity. This document included a clear narrative outlining the brand's purpose, aspirations, and values, as well as customer segmentation strategies for effective communication. It also detailed the brand’s personality, tone, and messaging, offering a framework, pillars, and execution examples. We then helped develop a brand system bringing the strategy to life with agency Shadowboxer, to help inform a major review of their new website.
Joining forces for good to produce the new website
With the brand in a strong and clear place, Bank Australia was ready to develop a user-friendly website focused on accessibility, diversity, and financial inclusion. The aim was to ensure the site was easy to update and positioned the bank as a top choice for Australians who want to use their money for good. We had the privilege of playing the role of a kind of product lead, collaborating with partners such as Paper Giant for strategic design and user testing, WORDS for things for finance and content, Portable for digital development, Good & Proper for photography, and Melorium for analytics.
Harvey brought clarity, fresh perspective and set clear direction for our marketing tech, website and brand.
Nicole Hunter
