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