Qudos Bank
Refining the brand, visuals and voice of a legacy customer-first bank.
I’ve been working with Qudos Bank for the last four years across two agencies, rolling out campaigns, design and communications. At the same time, we were helping to refine their brand, story and voice; working on the roots of their brand and positioning. We knew that they had great pride in their heritage and cared deeply about their customers — who also happen to be their owners. They’re a customer-owned bank and they’ve never forgotten it.
We refined the visual brand from the bold colours and pop art graphics of the previous few years to more mature, human-focused expression. By being more consistent they could be more recognisable and solidify their positioning in the market.
It’s always hard to let go of more visual options, but with a smaller palette there was more space to be creative and feel more confident. Or as one of their team said: “It makes us look more ‘us’.”
Creative direction
Brand strategy
Campaign art direction
Copywriter: Celina Syrios
Designers: Becky Gillis, Lillian Cassidy, Rebecca Odey
For all life’s destinations
We worked on a tone of voice that followed the colour scheme; a little more composed but always assured. We also re-wrote their story to distill the past and point to the next chapter. With the tagline “For all life’s destinations” they could reach into new spaces while alluding to their beginnings.
THE RESULTS
In recognition of their successful brand development, Qudos were recently awarded Canstar’s Customer-Owned Bank of the Year and MOZO’s Australia’s Best Large Mutual Bank for 2020.
FATTEN YOUR KITTY
‘Fatten your kitty’ was a highly targeted acquisition campaign to drive deposit growth through digital channels including adwords, social media and digital screen advertising at Qudos Bank Arena.
THE RESULTS
It was the most successful Term Deposit campaign ever for Qudos Bank - bringing in approximately $15 Million of deposit balances.
Throughout the course of the financial year, Qudos Bank run a series of commercial campaigns with relatable, accessible and contemporary messaging, across print, digital and outdoor platforms to promote their personal loans, home loan and term deposit products.
