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CommBank launches new visual identity

Commonwealth Bank has unveiled a new brand strategy and visual identity using a thinner font, five years after its major repositioning around the  ‘Can’ proposition.

Created by M&C Saatchi’s branding company RE, the new identity sees CommBank drop the Aachen typeface adopted in 2012 by previous chief marketing officer Andy Lark.

The bank told Mumbrella it has been replaced by FS Silas Sans.  (Updated March 2: The bank now says it has been replaced by a customised font family which is similar to the FS Silas Sans typeface.)

As part of the new brand strategy and identity, the bank has also unveiled an advertising campaign asking Australians to go to its website and tell it what matters most to them.

Commonwealth Bank’s new typeface was revealed in its latest campaign

 

CommBank’s previous Aachen font

Created by M&C Saatchi, the new campaign, preented as a listening exercise, includes a TV ad urging customers and businesses to talk to the bank about the issues and challenges they face on topics such as financial wellbeing.

The ad shows close ups of Australians varying in age, careers, lifestyle and ethnicity with questions posed in front of their faces such as ‘Does he need more than rain?’, ‘Do you kids have the skills they need for tomorrow?’, and ‘Does our society truly embrace everyone?’

People are asked to answer the questions on the Commonwealth Bank website.

Commonwealth Bank will also use its ATM network for the first time, asking customers to answer the questions through the machines.

 

Stuart Tucker, CommBank’s GM of brand, sponsorship and marketing services said it was important Commonwealth Bank addressed important issues in Australians’ lives.

“This new campaign is all about showing Australians that we understand the uncertainty they’re feeling, and to help them find new paths forward,” Tucker said.

The campaign will also feature on Commonwealth Bank’s ATM network.

Michael Canning, executive creative director at M&C Saatchi said: “This new platform is designed to listen to people’s views around Australia, so that CommBank can understand their needs and concerns, before partnering with them to help them achieve their financial goals.”

Credits:

 CBA

  • GM of Brand, Sponsorships and Marketing Services: Stuart Tucker
  • Executive Manager, Integrated Brand & Social Communications: Tamisine Heath
  • Executive Manager, Brand Strategy: Linda Manos
  • Marketing Manager: Emma Squires-McCarthy
  • Social Manager, Operations: Matt Norton

M&C Saatchi Agency

  • Executive Creative Director: Michael Canning
  • Creative Directors: Tim Green, Andy Flemming, Shane Gibson, Guy Futcher, Brendan Donnelly
  • Managing Partner: Lee Simpson
  • Group Account Director: Tanya Vragalis
  • Senior Account Director: Kezia Quinn
  • Account Director: Tori Davis
  • Project Director: Danielle Mountford
  • Brand Strategy Director: Nicky Bryson
  • CBA Strategy Lead: Alex Roper
  • TV Production: Rod James, Lil Ireland
  • Head of Print Production: Trent Henderson
  • Senior Print Producer: Greg Hyslop
  • Creative Workflow: Sharon Georgiou, Natalie Lavelle-Mangan
  • Executive Integrated Design Director: Matt Willis
  • UX Director: Ken Marlewski
  • Design Director: James Jamias
  • Senior Motion Graphics Designer: Cameron Nash
  • Senior Integrated Designer: Rod Robles
  • Digital Designers: Harry Tuckwell, Danielle Pontes, Bianca Cassaniti
  • Digital Producers: Kevin Bintoro, Emma Wetton, Jaz Lumsdaine
  • Lead Finished Artist: Salvatore Liseo
  • Finished artist: Holly Jones
  • Head of Retouching: Adam Holden
  • Senior Retoucher: Richard Hughes

RE:

  • Managing Director: Patrick Guerrera
  • Creative Director: Colin Cornwell
  • Associate Design Director: Ali Ozden
  • Head of Verbal Branding: Shannon Bell
  • Strategist: Zoe Bruce
  • Senior Account Director: Sarah Burling
  • Senior Copywriter: Jane Duru
  • Senior Designer: Alex Creamer
  • Designer: Alex McLauchlan
  • Senior Designer / Motion Designer: Sumita Maharaj

Pool Collective

  • Director: Simon Harsent
  • Photographer: Sean Izzard
  • Executive Producer: Cam Gray
  • Production company producer: Honae McNeill

Heckler

  • Aborah Buick – Head of Production
  • Editor: Andrew Holmes
  • Compositor: Max Peillon
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