Bendigo Bank's new look from AJF GrowthOps

Chris Pash
By Chris Pash | 12 March 2020

Bendigo Bank has launched a new look with agency AJF GrowthOps.

The move pays homage to Bendigo Bank’s heritage, with a double B representing the brand’s capability and care with a modern identity.

The brand’s visual elements such as the iconic B logo, font, colour palette, imagery, and tone of voice have been refreshed to better reflect a contemporary expression and an evolving customer demographic.

“The equity in our brand is a key differentiator, built on 161 years of helping customers and communities secure prosperous futures,” says executive corporate affairs, Alexandra Gartmann.

“Now it is time to secure our position as Australia’s bank of choice, where customers can be assured they are supported by market-leading customer experience, innovative technology and great products. It’s a story of care and capability well told, and we’re committed to telling it to more people, more often, through this new-look identity.”

The Better Big Bank campaign asks Australians to consider Bendigo Bank as the alternative banking partner that offers care, capability and scale.

The campaign attracted strong growth in new customers at a time when market intention to purchase new products was down 22%, while consideration, awareness and non-customer perception increased strongly at a time when apathy for the banking sector continued. 

“Brand strategy, executed with precision and purpose, gets results. It’s a critical component of the story we tell customers today, and signals what they can expect from us into the future.” says Gartmann.

AJF GrowthOps executive creative director, Andrew Foote: "It's been a privilege to work on redesigning such a highly trusted brand steeped in heritage. With a modernised logo, typeface and colour palette, we've evolved the look and feel to reflect Bendigo Bank's trusted position as a caring and capable financial service provider, who take a simple, straightforward approach to banking."

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