Two banks in one shared home.
How can we effectively communicate the co-location of two banks across multiple branches nationwide in a way that instills customer confidence?
With multiple branch closures across Westpac and its regional banks (St.George, BankSA, and Bank of Melbourne), we were tasked with creating a co-branding design and tone of voice framework. This framework would guide Westpac in communicating the co-location of these banks to affected customers. These playbooks would serve as the brand bible for delivering consistent and effective communications across various channels in both Metro and Regional markets, both leading up to and following the co-location.
My role: Design, Art Direction, Motion
Team: Copywriter, ECD, Visual Design Lead, Business Director
Client: Westpac & RRB
The Problem:
Westpac was closing numerous branches in its regional network and planned to co-locate these with existing Westpac branches. This was a first for Westpac in terms of co-locating and co-branding banks, and there was no existing framework to guide these communications.
Westpac was closing numerous branches in its regional network and planned to co-locate these with existing Westpac branches. This was a first for Westpac in terms of co-locating and co-branding banks, and there was no existing framework to guide these communications.
Insight:
Change, especially involving finances, can be inconvenient and unsettling. Branch closures might leave customers feeling frustrated or neglected. We needed to create a communication framework that was clear and consistent to reassure customers and communities that their banking needs would continue to be met effectively.
Change, especially involving finances, can be inconvenient and unsettling. Branch closures might leave customers feeling frustrated or neglected. We needed to create a communication framework that was clear and consistent to reassure customers and communities that their banking needs would continue to be met effectively.
Our task:
Develop a co-branding and co-location framework for Westpac and its regional banks—St.George, BankSA, and Bank of Melbourne. The goal was to balance both brands equally and clearly convey the co-location to customers. This framework would guide campaigns targeting both Metro and Regional markets, and address different communication needs for marketing versus service updates. The communications strategy would be implemented across social media, direct mail, landing pages, hoardings, and digital banners throughout Australia.
Develop a co-branding and co-location framework for Westpac and its regional banks—St.George, BankSA, and Bank of Melbourne. The goal was to balance both brands equally and clearly convey the co-location to customers. This framework would guide campaigns targeting both Metro and Regional markets, and address different communication needs for marketing versus service updates. The communications strategy would be implemented across social media, direct mail, landing pages, hoardings, and digital banners throughout Australia.
The Playbook
Since Westpac is the master brand across all colocations, we took the main typography elements from the Westpac brand, while integrating the RRB brands through the dual colour bar and logo lockup.
Metro Areas - Bankmates
For our Metro comms, we developed the concept of Bankmates, a playful twist on the concept of housemates moving in together.
Regional Areas - Teaming Up
For our Regional comms, we developed the concept of 'Teaming up to Serve', to show how we're joining forces to support that community, like a local sporting team that has your back. To make the message feel more personalised and familiar, we’ve integrated the two mascots into each regional community, tailoring the communications to resonate more deeply with local audiences and foster a sense of belonging.
