Bankwest unveils new fuss-free brand design and ‘The Customer Ad’ spot via UNION, Sydney


Bankwest has unveiled a new logo and brand identity, reflecting the Bank Less vision the financial institution promises to deliver customers.


The modern, fuss-free and accessible design makes it easier for customers to view, read and understand information, especially on a smartphone screen. The branding incorporates elements of Bankwest’s 125-year heritage in WA, while reflecting its dedication to delivering brilliant digital experiences to customers – now and into the future.

A new campaign, supporting the new brand identity, goes live this week across a range of executions including a TVC (online and broadcast in NSW and WA), plus radio, digital audio and OOH, all developed by bespoke WPP AUNZ agency UNION. It features Bankwest’s new logo – designed and implemented by UNION in partnership with Landor – the first brand identity change for the bank in more than 20 years.

Says Haylee Felton, chief marketing officer, Bankwest: “Bankwest is proud of its heritage and it was important our branding reflected that as we evolved it for the first time in more than 20 years.

“Bankwest’s previous brand change occurred when the internet was still on dial-up and smartphones had not even been invented, and that created challenges in meeting modern customer needs.

“Our new logo and brand identity addresses those challenges and puts the customer at the heart of a design that reflects our Bank Less vision.

“People want their bank to be in the background, so they can focus on what really matters to them and that is the understanding Bank Less reflects.

“Our brand refresh is complemented by a campaign that focusses on the simple, yet brilliant, experiences that empower customers to do their banking whenever and wherever they want.”

Bankwest’s new brand identity comes as the financial institution marks 125 years of supporting customers and communities, with its vibrant palette easier for those with visual impairments to view and read information online.

Says Dean Hunt, creative director: “What better way to launch Bankwest’s new design than with an ad about Bankwest customer Bryce and his love of cushions and cake. In the real world, busy people like Bryce don’t spend their time thinking about banking. This is what ‘Bank Less’ is all about – who doesn’t prefer cakey stuff to banky stuff? A huge thank you to our team at Bankwest, Union, Clockwork Films, and all our fabulous production partners. Exciting times.”

The new campaign showcases the new brand and features the familiar Bankwest character Bryce and his beloved dog Barker.

Haylee Felton – Chief Marketing Officer
Chelsea Wadsworth – Executive Manager, Marketing Strategy and Development | Brand & Marketing
Nisha Fay – Senior Brand Manager | Brand & Marketing
Emily Bechtold – Media Manager, Marketing Strategy | Brand & Marketing

Agency: Union
Paul Nagy – CCO
Rob Martin Murphy – ECD
Dean Hunt – CD
Nathan Teoh – Head of Art
Lachlan Banton – Copywriter
Niall Stephen – Art Director
Lavinia Leone – Business Director
Kelly Bristol – Group Account Director
Manuella Perche – Group Account Director
Hannah Muirhead – Strategy Director

Media – IKON

Production – King St

Co-Production – Clockwork Films

Post Production – White Chocolate

Animation Studio – Buck

Sound & Music – Rumble Studios

Design – Landor