- ORGANISATIONAL TRANSFORMATION
From Credit Union to Bank.
Previously Community CPS Credit Union, the organisation consisted of five separate brands across four states and territories – the result of a number of mergers over a period of years.
The project presented a range of organisational transformation marketing objectives:
- Present a consolidated business.
- Launch a single, unified brand.
- Introduce mutual bank status.
Nation was involved in the development of the new name for the entity and brand strategy. Then we created a new brand design, corporate identity, collateral and launch campaign. The campaign comprised TV, digital, social, outdoor, transit, press, print, branch collateral, signage, merchandise, livery, and staff uniform design.
The new brand, Beyond Bank Australia, was widely and enthusiastically embraced by staff, stakeholders and, most critically, by the customers of the new mutual bank.
All launch materials (close to 200 separate elements) were delivered within 12 weeks of the new name announcement.