The Challenge

Brand agency, Percept won the tender to develop a brand strategy, rename and rebrand Australian Defence Credit Union (ADCU) when they gained APRA authorisation to transition from a credit union to a bank.

The brief for Percept, the brand agency for the rebrand, was to retain brand equity, resonate with the young male dominated target, be a literal interpretation of their niche market, reiterate their focus to the greater defence community and build a strong foundation for future growth.

The Solution

After brand agency, Percept, developed ADCU’s brand strategy, we put a selection of brand naming and brand identity concepts into market research.

Working with our research partner, we carried out a series of focus groups and online surveys across key groups of members, non-members and staff. This process provided insight which was key to presenting the board for final approval in regard to the rebrand.

Using the research results together with the expertise of brand agency, Percept’s recommendations, the board selected the name and branding for ‘Australian Military Bank’ to put forward to APRA for official sign-off.

Following this, brand agency, Percept, developed a comprehensive brand manual, which explains how the rebrand is to be rolled-out in terms of the new brand identity and how it is applied to all elements they use, covering topics from photography style, through to signage. This was also accompanied by the design and artwork for a complete range of marketing communications.

Finally, the brand agency, Percept, created the new website design. The UX design paid special attention to the practicalities required in everyday use for a banking site and all the functionality that comes with it.

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