People First Bank
We’re helping one of Australia’s biggest member-owned banks be better for all. As Heritage Bank and People’s Choice Credit Union merged, they needed a new brand to set them up as the leader of the mutuals tribe.
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People First Bank
Together for good
We’re helping one of Australia’s biggest member-owned banks be better for all. As Heritage Bank and People’s Choice Credit Union merged, they needed a new brand to set them up as the leader of the mutuals tribe. A brand that would best represent their 730,000 customers, 2,000 employees and $23.3 billion in assets, and stand out in today’s competitive banking market. Our empathetic, simple and bold new brand for People First Bank embodies the Aussie fair go. The antithesis to legacy banks.
Banking for you, better for all
Strategic research showed Australians are divided about how they view their financial future, but the opportunity for improvement exists across all segments. The brand purpose, ‘Banking for you, better for all’, articulates what People First Bank need to aim for with this new brand. It provides a positioning that will engage communities and do more for members and the wider world. Bringing together two Australian banking leaders who have the scale and experience to be a trusted partner and champion for members.
A brand that champions people
The bank’s new symbol is made up of a letter P and the number one, it represents the people-first name and nature. The three unique shapes work together to make something better and symbolise the power of mutuality and community. The approachable, straightforward, uplifting and daring tone of voice is human. It gets to the point and uplifts. With a healthy dose of courage. The brand is in the initial stages of being launched to members of the two merging banks and will continue to come into market in the coming months.
