In 2014 Tank embarked on a journey with bankmecu to build a human-centred brand and work with its customers through communications and content to establish the responsible banking and customer owned positioning.
Bankmecu was Australia’s first customer owned bank. With a rich 58-year history, the Board decided to take the brave and progressive step of renaming to Bank Australia in 2014. This strong and unambiguous name would be the first step in owning the positioning of Australia’s first 100% customer owned responsible bank – further driving its commitment to create mutual prosperity for customers and Australia.
Tank‘s team had the privilege to work collaboratively with a group of financial services professionals and immerse themselves in the future of banking. Tank worked with the Board and the Executive team to develop the platform of ideas that would become the Bank Australia 2020 brand strategy; reaffirming the bank’s values, personality and messaging.
The outcome? An Australian bank to be proud of; made of diversity, inclusion and a new, responsible way of doing business.