Unity Bank's recent rebrand via Born is a strategic move that aims to redefine the perception of banking in Australia. The campaign, centered around the slogan 'Standing with You', emphasizes the bank's commitment to being a reliable and supportive financial partner to its members and the wider community. This shift in brand identity is particularly significant given the merger of Unity Bank and G&C Mutual Bank, as well as the consolidation of multiple banking brands into one unified entity.
The core message of 'Standing with You' is a powerful one, suggesting that banking should be an integral part of people's lives, offering practical support and a sense of community. This approach challenges the traditional view of banking as a separate, often impersonal service. By grounding the brand in this philosophy, Unity Bank is positioning itself as a bank that truly understands and cares for its customers' needs.
Born founder and strategy director David Coupland highlights the unique opportunity presented by this rebrand. He notes that Unity Bank's history is deeply rooted in the lives of its members, reflecting the bank's role in supporting working lives, family responsibilities, and community dynamics. The 'Standing with You' platform, therefore, serves as a comprehensive brand system, translating this truth into a consistent strategy, tone, and visual identity across all touchpoints.
Shawn Griffiths, Unity Bank's general manager of marketing, underscores the importance of this rebrand as a pivotal moment for the bank, its people, and its members. He emphasizes that the consolidation of brands was not merely a logo change but a strategic move to create a unified identity that respects the bank's heritage and inspires confidence in its future direction. The 'Standing with You' slogan encapsulates the bank's longstanding commitment to providing practical support, making decisions with members in mind, and fostering a strong connection with the communities it serves.
This rebrand is a significant undertaking for Born, marking one of the agency's most substantial brand projects. It showcases Born's expertise in brand strategy, identity development, and digital implementation. The new Unity Bank brand is already live on key digital channels, with the full identity rollout expected to continue across member and staff touchpoints, ensuring a consistent and compelling brand presence across all platforms.
