Signalling real and meaningful change
CommBank
2021
- Brand identity
- Strategy
- Digital product
- Website
- Campaign
- Packaging
- Motion
- Editorial
- Spatial & retail
- Service design
How does Australia's biggest bank behave like it has actually changed — not just say it has?
After the financial crisis, a reputation reckoning, devastating bushfires and a pandemic, faith in institutions was thin. CommBank's black-and-yellow diamond — unchanged since 1991 — had come to signal exactly the kind of authority Australians had stopped trusting. The brand couldn't announce change with a campaign. It had to behave differently in every interaction, or the change wouldn't be believed.
““With the work we are doing to reinvent the organisation around a new strategy and values, now is the right time to refresh the iconic diamond, making it lighter, brighter and more dynamic, and inject new meaning into the Can platform.”
