Bank Australia
Client
Bank Australia
DELIVERABLES
Graphic Design
Art Direction
Campaign
Digital
Data visualisation
Illustrations
Bank Australia is a clean money bank that refuses to invest in industries that cause harm, choosing instead to fund projects with a positive social and environmental impact. I worked on The People Australia Needs, a major campaign designed to turn banking into a conscious act of activism for socially progressive Australians.
The challenge
Many Australians are already making small, everyday changes to live more sustainably like using keep-cups, buying cage-free, or offsetting their travel. However, most haven't considered where their bank invests their money. Our goal was to bridge that gap. We needed to show that switching banks is one of the most impactful steps a person can take to align their finances with their values, ultimately growing the bank’s customer base to increase their collective positive impact.
The process
The campaign centered on the idea that Bank Australia customers are exactly the kind of people the world needs right now. We moved away from dry, corporate financial talk and instead focused on human stories. By showcasing the real-world beliefs of current customers, we highlighted how their personal values led them to choose a clean money bank. The visual language and messaging positioned joining the bank as a foundational act, a way to ensure your money is working toward the future you actually want to see.
The impact
The campaign was an incredible success, proving that purpose-driven branding resonates deeply when it feels authentic. During the 20-21 financial year, the project helped attract 16,000 new customers, far exceeding the initial target of 10,000. We also saw brand awareness jump from 31.9% to over 40%. Most importantly, the campaign translated into tangible growth, exceeding lending volume targets by 10% and deposit growth targets by 5.5%.
