Just Enough Bank

Pivoting fully to a digital presence, 130-year-old regional bank Bankwest embraced the truth that customers don’t want to spend time with their bank. The ‘Just Enough Bank’ brand refresh is built on proportionality: people want to spend as little time banking as possible and get on with more interesting things, while banks often overstate their role. The idea of being proportionate in people’s lives was at the heart of the entire refresh - living seamlessly across the identity and integrated campaign.