This rebranding saw two credit unions relaunch as a bank. From a short-list of top Australian branding agencies, Percept were chosen for the rebranding project. It included brand naming, brand identity design and roll-out to all marketing communications.


The Challenge

Selected from leading Australian branding agencies, Percept were approached for this rebranding project. The task was to develop brand naming and a brand identity system for Australia’s newest bank.

Select and Encompass credit unions joined forces, rebranding and relaunching as Endeavour Mutual Bank.

With a strong customer base in Sydney and along the east coast of Australia, they wanted to keep their existing customer base, whilst taking this opportunity to engage a new, younger audience as part of the rebranding project that was awarded to Percept from the client’s shortlisted Australian branding agencies.

The Solution

Branding agencies, such as Percept, create brands of authenticity. The very nature of a mutual bank gave rise to a brand platform that championed the collective.

The rebranding focuses on the shared vision of this community. This naturally led to a brand identity that embraces its people and celebrates the ownership they enjoy.

The typography in the logo design sums this up in a simple, strong and clever way. When in the brand naming phase for this new bank, we were conscious of the gift that was hidden in these words. The new brand name has the bank’s ethos embedded in it, so we ensured that was highlighted, and the idea at the core of the rebranding was born.

A modern evolution of the previous colour palettes run throughout the brand identity system, with a nod to the beautiful Australian skylines that can be witnessed at sunrise and sunset.

A clean design style features throughout the brand identity system and all pieces of collateral that we designed as part of its roll-out. The rebranding features a contemporary combination of typography, tone of voice and illustration that bring character and clarity to all brand communications.

If you are looking for top Australian branding agencies, Percept would love the opportunity to demonstrate our brand identity design expertise.

Contact us to discuss your rebranding brief.


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