Bankwest has set itself apart from the Big Four with its Bank Less promise. Now it has a new logo and brand identity that underlines this stated point of difference – modern, fuss-free and accessible. The new makes it easier for customers to view, read and understand information, especially on a smartphone screen.

The branding also incorporates elements of Bankwest’s 125-year heritage in WA.

A new campaign, supporting the new brand identity, has been created by WPP AUNZ agency, Union. It is running on TV (online and broadcast in NSW and WA), supported by radio, digital audio and OOH and features Bankwest’s new logo, which was designed and implemented by Union in partnership with Landor (also part of WPP AUNZ). the first brand identity change for the bank in more than 20 years.

It is the first brand identity change for the bank in more than 20 years.

Bankwest chief marketing officer, Haylee Felton, stated, “Bankwest is proud of its heritage and it was important our branding reflected that as we evolved it for the first time in more than 20 years.

“Bankwest’s previous brand change occurred when the internet was still on dial-up and smartphones had not even been invented, and that created challenges in meeting modern customer needs. Our new logo and brand identity address those challenges and put the customer at the heart of a design that reflects our Bank Less vision. People want their bank to be in the background, so they can focus on what really matters to them and that is the understanding Bank Less reflects.

“Our brand refresh is complemented by a campaign that focusses on the simple, yet brilliant, experiences that empower customers to do their banking whenever and wherever they want.”

Union creative director, Dean Hunt, commented, “What better way to launch Bankwest’s new design than with an ad about Bankwest customer Bryce and his love of cushions and cake. In the real world, busy people like Bryce don’t spend their time thinking about banking. This is what ‘Bank Less’ is all about – who doesn’t prefer cakey stuff to banky stuff? A huge thank you to our team at Bankwest, Union, Clockwork Films, and all our fabulous production partners. Exciting times.”

Credits: 

Agency: Union

Chief Creative Officer: Paul Nagy

Executive Creative Director: Rob Martin Murphy

Creative Director: Dean Hunt

Head of Art: Nathan Teoh 

Copywriter: Lachlan Banton

Art Director: Niall Stephen

Business Director: Lavinia Leone

Group Account Director: Kelly Bristol

Group Account Director: Manuella Perche

Hannah Muirhead – Strategy Director

Media: IKON

Production Company: King St

Co-Production: Clockwork Films

Post Production: White Chocolate

Animation Studio: Buck

Sound & Music: Rumble Studios

Design: Landor

Client: Bankwest

Chief Marketing Officer: Haylee Felton

Executive Manager, Marketing Strategy and Development | Brand & Marketing: Chelsea Wadsworth

Senior Brand Manager | Brand & Marketing: Nisha Fay

Media Manager, Marketing Strategy | Brand & Marketing: Emily Bechtold