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.
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
The latest NGINX campaign is live as The Misfits Media Company, and NGINX creates parodic ‘investigative reporter’ content with Dan Ilic on the streets of Sydney. The Misfits recently partnered with the APAC marketing team at NGINX to take an investigative deep dive into the world of mobile apps as the good, bad and (even) […]
Trade publisher AMT Pty Ltd has announced the acquisition of Radio Today, the Australian media and marketing sector’s go-to source for radio news, analysis, ratings and jobs. AMT currently publishes Radioinfo in Australia & New Zealand, Asia and Africa, and was a key partner in bringing the annual Radiodays conference to Asia. Radio Today will continue to […]
Mediahub Australia has made its most significant restructuring to date, as it positions itself to professionally manage the changing world of broadcast technology and consumer viewing habits. The most significant new appointment, and one of many, is Scott Jolly being promoted to the role of chief operating officer. As COO, Jolly now has full responsibility for the […]
For Melbourne, the past 18 months have been largely dictated by the COVID-19 pandemic and lockdowns. Despite this, The Trade Desk has managed to establish one of its most successful offices. Here, The Trade Desk lead director, client strategy, Kali Guillas [pictured], explains how the Melbourne office has managed to thrive. We are in a […]
Australian Comedian Hannah Gadsby has slammed Netflix executive, Ted Sarandos after he used Gadsby’s presence on the platform to defend Dave Chappelle’s new comedy special on Netflix. Chappelle’s recent comedy special, The Closer, which debuted on Netflix last week, has been met with backlash, after Chappelle used his special to discuss transgender and gay people, […]
Acast has announced its partnership with Samsung Electronics Australia to produce and distribute the company’s first branded podcast within the Australian market. The Rule Benders podcast will feature conversations with extraordinary Australians who have bent the rules, defied convention, and redefined what is possible. Rule Benders is a six-week branded podcast campaign, with a new […]
DocuSign Australia this week unveils its first work with independent creative agency, Hardhat, encouraging people to ‘Next time, DocuSign’. Spearheading the campaign is an influencer series featuring entrepreneurial business leaders Janine Allis, Jules Jund and Emma Isaacs sharing stories of oversights and slip ups during important business deals. The three ‘That time I screwed up’ […]
Global experience design agency Imagination, has expanded its Sydney team, with the appointment of two new key hires. Ashley Diamond (pictured below), with over 18 years experience across large scale events and broadcast quality content production, joins as project director to continue driving the growth of Imaginations’ largest clients. “The people, the work and the […]
Switch, an award-winning digital agency has announced the appointment of Matt Watson as its technical director. Watson joins Switch at an exciting time as the business focuses on its growth strategy and bringing the best talent in the market to deliver exceptional outcomes for customers. Watson is the most recent talent appointment by Switch, after […]
Rolling Stone Australia publisher The Brag Media has announced that the Sailor Jerry Rolling Stone Australia Awards will be back for a second year in 2022, with a star-studded party to reunite the music industry following extended lockdowns. For the first time, a free live event series will spearhead the return of live music in […]