Independent creative agency Born has launched the new Unity Bank brand, delivering a major rebrand and digital launch.
The work follows the merger of Unity Bank and G&C Mutual Bank, alongside the consolidation of multiple banking brands into one modern Unity Bank identity. Developed by Born, the rebrand spans strategy, brand story, tone of voice, visual identity, messaging and rollout across member, staff and digital touchpoints, including Unity Bank’s new website and mobile app.
At the centre of the rebrand is ‘Standing with you’, a platform designed to reposition Unity Bank around what member-owned banking can and should mean.
The new brand aims to reframe banking as a source of fair, dependable and genuinely useful support for Australians who work, care, save, borrow, build households and keep communities moving.
The platform is grounded in a simple belief: when banking is done properly, it doesn’t stand apart from people’s lives. It stands with them.
“When we were appointed, we described this as a generational opportunity. Now it’s in market, that feels even more true. Unity Bank had a rare and powerful truth at its centre: this is a bank built out of working lives, family responsibilities and communities that rely on each other,” said Born founder and strategy director David Coupland.
“‘Standing with you’ gave us a way to turn that truth into a complete brand system — not just a line, but a strategy, voice and identity that can show up in every interaction. It is fair, clear, dependable and deeply human. Exactly what member-owned banking should be.”
The new identity carries forward more than 65 years of member-owned banking experience, bringing together proud histories under a single brand.
“This is a significant moment for Unity Bank, our people and our members. Bringing our brands together was never about simply changing a logo. It was about creating one clear identity that honours where we have come from and gives members confidence in where we are going,” said Unity Bank general manager of marketing Shawn Griffiths.
“‘Standing with you’ captures the way this bank has always tried to show up: with practical support, member-first decisions and a steady commitment to the communities we serve. Born understood that responsibility from the start, and helped us turn it into a modern brand that feels true to who we are.”
The launch marks one of Born’s most substantial brand projects to date, and a milestone in the agency’s growing body of work across brand strategy, identity, campaign and digital.
The new Unity Bank brand is now live across key digital channels, with the broader identity continuing to roll out across member and staff touchpoints.
