Bank of Melbourne Design & Branding BANK OF MELBOURNE BRAND IDENTITY by Designworks, Ogilvy & Mather Melbourne

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Industry Banking & Financial Services
Media Design & Branding
Market Australia
Agency Designworks
Agency Ogilvy & Mather Melbourne
Creative Director James Sterling
Designer Dee Vallabh
Released July 2011

Credits & Description

Category: Consumer Services
Creative Director: James Sterling (Designworks)
Senior Designer: Sarah O'keefe (Designworks)
Brand Strategy: Guy Vasey (Designworks)
Senior designer: Andrew Fox (Designworks)
Designer: Dee Vallabh (Designworks)
Managing Partner: Michael McEwan (Designworks)
Group Account Director: Sally Wilson (Designworks)
Account Director: Stephanie Goldwater (Designworks)
Account Manager: Georgia Field (Designworks)
Digital Strategist: Adam Beaupeurt (Designworks)
Media placement: Print - Financial Publications - 25 July 2011
Media placement: Press - State Newspapers - 25 July 2011
Media placement: TVC - Commercial TV All Stations - 25 July 2011
Media placement: Radio - Commercial Radio All Stations - 25 July 2011
Media placement: Outdoor/transit - Trams And Billboard - 25 July 2011
Media placement: Internet - Internet Site Launch - 25 July 2011
Media placement: Mobile - Tablet And Mobile Apps - 25 July 2011
Media placement: Social Media - Twitter - 25 July 2011
Describe the brief from the client
To create the strategy that enabled the client to build a bank that would be the first choice for consumers, a ‘truly local alternative to the big 4 in the market. This bank would never exist in any other state or region of Australia and would provide products and services tailored to the people of Melbourne and Victoria. A bank built and designed by Melbournians for Melbournians.
Describe the challenges and key objectives
The Bank of Melbourne was established in 1989 and traded until 1997, when it was acquired Westpac Banking Corporation. It traded under this name until 2004 (when it was incorporated into Westpac Group). Realising public sentiment remained for the Bank of Melbourne and seeing an opportunity for a Victorian-only competitor to the market, Westpac relaunched Bank of Melbourne with a new identity in 2011.
Describe how you arrived at the final design
The logo forms a modern take on a trusted and enduring symbol - the shield, signifying assurance and strength. The faceted shapes represent the elements that come together to make Melbourne great, and hint at our city’s own visual language – the Arts Centre, Federation Square, Melbourne Recital Centre. The purple/blue tones of the shield suggest prosperity and embody the state colours of Victoria.
Give some indication of how successful the outcome was in the market
After the launch, around 60% of the general public claimed to have seen or heard something about the Bank of Melbourne.
(Swat Marketing, Bank of Melbourne Post Launch Tracking – Wave 2 Market Research Report, Oct 2011)