Westpac

Westpac is Australia’s first and oldest bank. But the rise of crypto-currencies, neo-banks and DIY finance apps meant young people were turning away from traditional institutions. The bank needed to talk to a younger audience without alienating core customers.

The answer? Speaking to the moments that matter, big and small.

We repositioned the brand voice to speak to what’s really important in young people’s lives—your first paycheck, saving up for a road trip, an extra fifty bucks you weren’t expecting. And we shaped a voice that clearly showed how Westpac could help make it all happen.

​With a jargon-free, down-to-earth vocabulary, the new voice energises a new generation.

(handy hint, click the expand button on the top right of the gallery for an overall smoother experience) —

GOLD: Transform Awards | Best Brand Evolution | 2021 BRONZE: Transform Awards | Best Use of Copy and Style | 2021