Hulsbosch Designs Brand Campaign For New Aussie Challenger Bank 86 400
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
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.