Bankwest unveils a new logo and brand identity

18 September 2020

Media Agency: Ikon Communications - Perth

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Designed and implemented by bespoke WPP AUNZ agency UNION in partnership with Landor.

Bankwest has unveiled a new logo and brand identity, reflecting the Bank Less vision the financial institution promises to deliver customers.

The branding incorporates elements of Bankwest’s 125-year heritage in WA, while reflecting its dedication to delivering brilliant digital experiences to customers – now and into the future.

A campaign, supporting the new brand identity, goes live this week across a range of executions including a TVC (online and broadcast in NSW and WA), plus radio, digital audio and OOH, all developed by bespoke WPP AUNZ agency UNION.

It features Bankwest’s new logo - designed and implemented by UNION in partnership with Landor – the first brand identity change for the bank in more than 20 years.

Bankwest CMO Haylee Felton says the bank is proud of its heritage and it was important branding reflected that.

“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," says Felton.

“Our new logo and brand identity addresses those challenges and puts 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.”

Bankwest’s new brand identity comes as the financial institution marks 125 years of supporting customers and communities, with its vibrant palette easier for those with visual impairments to view and read information online.

Creative director Dean Hunt said: “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.”

The campaign features the familiar Bankwest character Bryce and his beloved dog Barker.

Haylee Felton – Chief Marketing Officer

Chelsea Wadsworth – Executive Manager, Marketing Strategy and Development | Brand & Marketing
Nisha Fay – Senior Brand Manager | Brand & Marketing
Emily Bechtold – Media Manager, Marketing Strategy | Brand & Marketing

Paul Nagy - CCO
Rob Martin Murphy - ECD
Dean Hunt - CD
Nathan Teoh - Head of Art
Lachlan Banton - Copywriter
Niall Stephen – Art Director
Lavinia Leone – Business Director
Kelly Bristol - Group Account Director
Manuella Perche – Group Account Director
Hannah Muirhead – Strategy Director
Media – IKON
Production - King St
Co-Production – Clockwork Films
Post Production – White Chocolate
Animation Studio – Buck
Sound & Music – Rumble Studios
Design – Landor

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