Results.

  • The new brand, Beyond Bank Australia, was widely embraced by staff, stakeholders and, most critically, by the customers of the new mutual bank.
  • All launch materials (close to 200 separate elements) were delivered within 12 weeks of the new name announcement.
  • Formed foundation for strong relationship continuing today between Beyond Bank and NATION with ongoing projects.

5 Credit Unions merge into 1 Bank.

Beyond Bank (previously Community CPS Credit Union) consisted of five separate brands across four states and territories, and needed to transition to one brand with one mutual bank status. With no public awareness, NATION was engaged to assist in organisational transformation through developing a new entity name, brand position and corporate identity. The brand launch campaign and collateral included TV, digital, social, outdoor, transit, press, print, branch collateral, signage, merchandise, livery, and staff uniform design for Beyond Bank.

Key Objectives.

  • Present a consolidated business.
  • Launch a single, unified brand.
  • Introduce mutual bank status.

5 Credit Unions merge into 1 Bank.

Beyond Bank (previously Community CPS Credit Union) consisted of five separate brands across four states and territories, and needed to transition to one brand with one mutual bank status. With no public awareness, NATION was engaged to assist in organisational transformation through developing a new entity name, brand position and corporate identity. The brand launch campaign and collateral included TV, digital, social, outdoor, transit, press, print, branch collateral, signage, merchandise, livery, and staff uniform design for Beyond Bank.

Key objectives:

  • Present a consolidated business.
  • Launch a single, unified brand.
  • Introduce mutual bank status.

Results

  • The new brand, Beyond Bank Australia, was widely embraced by staff, stakeholders and, most critically, by the customers of the new mutual bank.
  • All launch materials (close to 200 separate elements) were delivered within 12 weeks of the new name announcement.
  • Formed foundation for strong relationship continuing today between Beyond Bank and NATION with ongoing projects.