Bankwest reveals new logo and brand identity in ad bringing Bryce to life

Bankwest’s animated character Bryce and his dog Barker have been brought to life to show how the bank’s customers benefit from its ‘Bank Less’ positioning.

The campaign also introduces Bankwest’s new logo and brand identity – the first change of its kind in more than two decades – which sees the company keep its signature orange but refresh its ‘W’ logo.

Bryce was first introduced in August last year during its ‘Buckets’ campaign. The ‘Bank Less’ platform was launched a year earlier, acknowledging customers’ frustrations with financial institutions in light of the banking Royal Commission.

The new brand identity is the first change for the bank in over 20 years. It has been designed to reflect the brand’s 125 year heritage in Western Australia and it’s contemporary focus on digital customer experiences.

Bankwest’s refreshed logo

Bankwest chief marketing officer, Haylee Felton, said: “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.”

The brand work was done by WPP AUNZ’s Landor in collaboration with the holding group’s bespoke agency for Bankwest, Union.

Bankwest’s former logo

Union is also behind the new campaign.

Creative director, Dean Hunt, said Bryce was the perfect face to launch Bankwest’s new identity.

“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,” he said.

“This is what ‘Bank Less’ is all about – who doesn’t prefer cakey stuff to banky stuff?”

Felton added: “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.”

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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

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


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