Police Bank has appointed Sydney-based creative agency Windsorborn as its growth partner following a competitive pitch, as the member-owned bank looks to boost brand growth across Australia.
Under the new partnership, Windsorborn will lead integrated creative and media strategy for the bank, with a focus on strengthening Police Bank’s position as the financial institution built specifically for the police community and their families.
The appointment coincides with the launch of a new brand strategy, platform and visual identity developed by Windsorborn, designed to reinforce the bank’s unique understanding of the protectors it serves.
At the centre of the new brand platform is the hero line, ‘Here For Our Own’, reflecting Police Bank’s long-standing commitment to supporting those who protect and serve. The refreshed visual identity heroes a distinctive suite of police officer and community illustrations, helping bring the brand’s member-first positioning to life across all channels and touchpoints.
The new brand platform positions Police Bank as more than a traditional financial institution, highlighting its role as a specialist banking partner built around the realities, risks and life moments of police members and their families.
The strategic repositioning also sharpens the bank’s broader value proposition around helping members make smarter financial decisions, save while they spend, borrow smarter and achieve home ownership sooner, while delivering more personalised support and rewarding banking experiences.
Says Amanda Rohl, chief product & marketing officer at Police Bank: “As Police Bank continues to grow, it was important for us to find a partner who understood both our members and the opportunity ahead of us as a brand. The new brand platform gives us a clear and distinctive way to express that. ‘Here for our own’ captures our purpose and our commitment to the policing community. It reinforces what sets us apart from the major banks: we understand our members because we were built to serve them.
Working with Windsorborn has allowed us to translate that difference into a brand platform and identity that feels authentic, distinctive and relevant. It gives us a stronger foundation for growth while staying true to the people we’ve existed to support for more than 60 years.”
Greg McKenna, CEO of Police Bank said the platform highlights who they are, who they serve, and why they are different.
“We understand our members because we were built for them, and this new platform ensures that difference is immediately recognised wherever people encounter Police Bank.”
Meanwhile, Will Reynolds, founder and managing director at Windsorborn said “We’re proud to partner with an organisation that plays such an important role in supporting those who serve.”
“There’s a significant opportunity for Police Bank to lean further into what makes it truly distinctive. ‘Here for our own’ is built around a simple but powerful truth: this is a bank created specifically for the police community, with a genuine understanding of its members’ lives, needs and challenges.”
The brand platform will roll out across brand and performance campaign media, and member communications throughout 2026.
