This rebranding project saw two credit unions relaunch as a bank. Sydney creative agency Percept were chosen for the naming, identity design and roll-out to all collateral for the new brand.
To develop a name and 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.
The very nature of a mutual bank gave rise to a brand platform that championed the collective. The rebrand 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 naming this new bank, we were conscious of the gift that was hidden in the words. The new name has the bank’s ethos embedded in it, so we ensured that was highlighted, and the core of the new brand 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. It features a contemporary combination of typography, tone of voice and illustration that bring character and clarity to all brand communications.