Hulsbosch Designs Brand Campaign For New Aussie Challenger Bank 86 400

SHARE
THIS



Australia’s newest challenger bank, 86 400, has revealed its new brand campaign created by Hulsbosch.

The brand positioning aims to establish 86 400 as a new type of financial institution – one that will eventually deliver the full capabilities of a bank entirely in a mobile phone.

Free of the existing structures of traditional banks, 86 400 seeks to be the bank of the future – one that exists solely for the customer, with an experience that empowers customers to be in control and to feel secure about their finances.

The bank gets its name from the number of seconds in a day, which was conceived in early stages of strategic development from a laser focus on delivering services in real time and value around the clock.

Hulsbosch and key 86 400 staff undertook extensive research and comprehensive strategic work to get to the heart of what customers wanted from an innovative banking experience.

During the process, a creative solution was developed from insights based on new expectations from customers for a relevant digital-driven experience.

To redesign banking, 86 400 will exist with a new level of clarity and disruption that will generate awareness and drive engagement for their banking model.

Hulsbosch also identified the need to elevate the 86 400 brand to a position that communicated they are a trusted provider of financial services.

Hulsbosch director Jaid Hulsbosch said: “Underpinned by the latest digital capabilities available, 86 400 is set to challenge and reinvent the customer banking experience.

“Our role was to support this to create a brand identity that was unlike anything in category and fulfilled the brand’s customer promise.

“We developed a bold masterbrand strategy that reflected the idea of ‘value every second’ – the promise and proposition to customers.

“This concept set the tone for a beautiful, succinct visual language which all anchors back to this idea – that 86 400 delivers value every second, of every minute, of every day – all 86,400 of them.

“I’m delighted 86 400 now own a unique recognisable symbol of their brand that’s a smart for-digital design representing the spirit of their game-changing enterprise.”

Hulsbosch designed a clean, contemporary evolving logo based on the increment of time – the second. A key visual component is the graphic device of a punctuation mark – a colon icon – which can be used as shorthand for the logo or within the completed brand identity.

In addition, the extensive colour palette is simple and is an expression of 86 400’s unwavering commitment to meet customers ‘in the moment’.

Anthony Thomson, incoming chairman of 86 400, said: “We are creating the digital bank of the future, unencumbered by legacy, and obsessed with giving customers what they need to maximise their value. The customer is at the heart of our business.”

Robert Bell, CEO of 86400, added: “Hulsbosch understood from the beginning our approach and have produced an essential, strong brand framework that supports the innovations of the financial business.

“Hulsbosch are as passionate and competitive as we are and we found in them a true partner that we could rely on.”

Hulsbosch is responsible for the full suite of 86 400 brand applications for internal and external audiences.

A new set of guidelines by Hulsbosch will assist the 86 400 brand roll-out, which will commence later this year and will be supported with a national multi-channel launch campaign.

CREDITS

Agency: Hulsbosch

Executive creative director: Hans Hulsbosch

Design director: Benni Weller

Designer: Kate Hunter

Director: Jaid Hulsbosch

Client services director: Carolyn Pitt

Strategy director: Emma Burn

Copywriter: Chris Round

Senior graphic artist: Vivienne Buls

Finished artist: Ian Boniface

 

Latest News

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Jackie Crossman
  • Media

Women In Media Profile: Jackie Crossman

B&T has spared no expense with today's top Women in Media profile, save for suit hire, corsage and dry-cleaning.

by B&T Magazine

B&T Magazine
Kantar certified by Google as a verified Measurement Partner
  • Technology

Kantar certified by Google as a verified Measurement Partner

The announcement designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms. Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns and for independent measurement of audience reach from campaigns on Google properties. Kantar CEO Eric […]

THIS
  • Advertising
  • Marketing
  • Media

Final Call! B&T Late Entries Close Today!

B&T Award entries officially close at 5pm today! Good news if you've almost finished, bad news if you haven't started.

by B&T Magazine

B&T Magazine
Australian Women’s 15s World Cup Bid Kicks Off
  • Campaigns

Australian Women’s 15s World Cup Bid Kicks Off

“It’s 2018”, is something you hear a lot when you talk to the players, coaching staff and fans involved in Rugby AU’s bid for the ‘Rugby World Cup Women’s 2021’ tournament. There is this sense that they are not only ready for a greater stage, but raring to go. As one player said “Ready?! We’re […]

Aussie Silk Brand Harnesses Kardashian Marketing Power
  • Marketing

Aussie Silk Brand Harnesses Kardashian Marketing Power

Shhh Silk is an Australian brand that quickly grew in popularity among celebrities like Gisele Bündchen and Kim Kardashian West. Shhh Silk has just received a $1.8 million order from a very large brand in the US, and CEO Olivia Carr’s projections is for this to be a $50 million business in five years’ time. […]