B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Bendigo Bank Unveils New Branding Via AJF GrowthOps
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Bendigo Bank Unveils New Branding Via AJF GrowthOps
Marketing

Bendigo Bank Unveils New Branding Via AJF GrowthOps

Staff Writers
Published on: 12th March 2020 at 10:59 AM
Staff Writers
Share
3 Min Read
SHARE

Bendigo Bank has launched a new look, reflecting the Group’s strategic commitment to effectively tell the Bank’s unique and valued story.

An important milestone in the Bank’s multi-year strategy to be Australia’s bank of choice, the move pays homage to Bendigo Bank’s heritage, with the new look double B representing the brand’s care and capability with a modern identity.

Backed by extensive research and customer consultation, and in collaboration with agency partner, AJF GrowthOps, the brand’s visual elements such as the iconic B logo, font, colour palette, imagery, and tone of voice have been refreshed to better reflect a contemporary expression of the brand and the Bank’s evolving customer demographic, where it has experienced significant growth.

“The equity in our brand is a key differentiator, built on 161 years of helping customers and communities create prosperous futures,” said executive partnerships, marketing and corporate affairs, Alexandra Gartmann.

“Now it is time to secure our position as Australia’s bank of choice, where customers can be assured they are supported by market-leading customer experience, innovative technology and great products. It’s a story of care and capability, and we’re committed to telling it to more people, more often, through this new-look identity.”

The Better Big Bank campaign asks Australians to consider Bendigo Bank as the alternative banking partner that offers care, capability and scale, and Australia responded.

The campaign attracted strong growth in new to bank customers at a time when market intention to purchase new products was down 22 percent, while consideration, awareness and non-customer perception increased strongly at a time when apathy for the banking sector continued. The Bank reported in its February interim results announcement a 4.9 percent uplift in customers numbers in the last half year.

“Brand strategy, executed with precision and purpose, gets results. The brand refresh is a critical component of the story we will be telling both our existing and potential customers about what they can expect from our bank – a commitment to care and capability,” Gartmann said.

AJF GrowthOps executive creative director, Andrew Foote, said: “It’s been a privilege to work on redesigning such a highly trusted brand steeped in heritage. With a modernised logo, typeface and colour palette, we’ve evolved the look and feel to reflect Bendigo Bank’s trusted position as a caring and capable financial service provider, who take a simple, straightforward approach to banking.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: AJF GrowthOps, Bendigo Bank
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?