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“7 New Bank Brands”
The Writers have helped many leading bank and financial brands grow.
Our research in recent years reveals a significant increase in people’s distrust of major banks and many financial institutions. Established financial brands have never been more vulnerable, more exposed.
We’ve never seen such an opportunity to slice away at the $30 billion annual profit pool of the big four Australian banks. As dozens of digital neobanks and fintech startups rush into the market, there’s a once in a generation opportunity to take market share at scale with compelling new bank brands.
Working with insights from cultural anthropologist Yuval Noah Harari and behavioural economists Daniel Kahneman and Dan Ariely, we’ve developed 7 new bank brands that can draw in people by the millions.
Breathe helps stressed-out Australians achieve a more fulfilling life. (Logo concept 17/54)
A calmer, more relaxed bank.
Breathe takes away the financial stress and calamity of the modern world. A mindful approach to money and finances that leads to a happier, healthier life.
Most banks overload and overwhelm people with too much financial information. Breathe does the opposite. It simplifies by taking away the unnecessary. It doesn't even have the word ‘bank’ in its brandname.
Breathe helps stressed-out Australians achieve a more fulfilling life by easing financial pressure and increasing resilience. Its easygoing personality and tone of voice is guided by three key values - caring, sympathetic, upbeat.
Sky blue striped Garamond logotype. Design guidelines call for open kerning and leading with more white space. More room to breathe.
According to KPMG, financial stress in Australian households is at a record high and likely to increase.
Neon Bank helps time-poor Australians achieve their financial goals quicker. (Logo concept 22/63)
2. Neon Bank
Australia’s brightest neobank.
Neon Bank puts startup neobanks like 86 400, Xinja, Revolut and Pelikin to shame. It rethinks everything a bank could be. It does things that other banks can only dream of. Real-time transfers, real-time cashbacks, real-time switching from old bank accounts. Enhanced privacy and unmatched security.
Many neobanks lack technological advantage because they rely on the same Microsoft Azure and Temenos T24 Core Banking platform. Neon Bank uses advanced AX12™ proprietary technology to propel performance and secure competitive advantage. NeonLM™ supercharges artificial intelligence with 11.3 billion parametres for more convincing automated 24/7 chat and voice support. It transforms artificial intelligence into personal intelligence.
Neon Bank helps time-poor Australians achieve their financial goals quicker by letting the numbers work faster than ever. Its intelligent personality and tone of voice is guided by three key values - smart, authoritative, informative.
Fluorescent synaptic emblem with neon-tubed stylised Avant Garde logotype. Design guidelines aim for a no-nonsense user experience that sets the standard above all other neobanks.
Augmenting banking and financial data with enhanced human-centred artificial intelligence will accelerate uptake by early adopters.
Superbank helps Australians shifting jobs and careers secure a better financial future. (Logo concept 37/71)
A bank that puts superannuation front and centre.
Superbank links, streamlines and simplifies individual superannuation for life with a single call or chat. A trusted single source for many people’s principal financial investment.
No more lost superannuation accounts. No more superannuation scattered across multiple funds. No complicated forms and paperwork. No more complex and expensive transfer fees.
Opening an account at Superbank allows people to leverage their growing superannuation for lower fees and lower interest rates on loans. The higher their superannuation, the less they pay in fees and interest. The higher their superannuation, the higher their returns.
Superbank helps Australians shifting jobs and careers secure a better financial future by consolidating super funds and increasing returns. Its positive personality and tone of voice is guided by three key values - friendly, respectful, trustworthy.
Dark grey slab logotype. Design guidelines call for a simple, straightforward approach that promotes direct, positive change.
Base projections by Deloitte show that total superannuation assets in Australia will increase steadily to $9.5 trillion by 2035.
Universal Bank helps all Australians achieve a higher standard of living. (Logo concept 38/89)
4. Universal Bank
A bank whose time has come.
Universal health care boosts everyone’s wellbeing. Universal basic income lifts everyone’s standard of living. Universal flat tax encourages everyone’s economic growth.
We’re facing the greatest technological and economic shift in human history. Our old system of government is not up to the challenges of rising health costs, surging job losses and soaring inequality. We need a system update. A reboot.
Millions of Australians will have to switch jobs and careers as automation takes hold over the next decade.
Universal Bank helps all Australians achieve a higher standard of living by pushing government to legislate for universal health, income and tax. Its progressive personality and tone of voice is guided by three key values - caring, helpful, inclusive.
Earth blue overlapping globe emblem floats above Univers logotype. Design guidelines envision universality with a sense of humanity, liberty and equality.
McKinsey Global Institute reports displacement three to five time greater than the industrial revolution with 40 percent of Australian workers (5 million people) forced out of their jobs by 2030.
Rebank helps Australian high growth startups thrive with lower cost of capital. (Logo concept 11/87)
Australia’s business bank for startups.
Rebank allows startups to access cash from Australia’s Reserve Bank at the same rate as major banks. No more double handling by the major banks. No more withholding rate cuts. No more squeezing startups.
Rebank gives Australian startups the funding they deserve to grow faster than ever before. Wholesale loans, leases and lines of credit to grow small startups into major disruptors.
Easier access to capital allows startup founders to devote themselves entirely to the businesses and industries they are shaping.
Rebank helps Australian high growth startups thrive with lower cost of capital and accelerated funding models. Its responsible personality and tone of voice is guided by three key values - professional, accountable, confident.
Black abstract emblem based on the icon of Australia’s Reserve Bank with Sabon logotype. It visually suggests a glass half full. Design guidelines follow a more conservative style, a more informative program.
CSIRO states greater funding of startups allows them to take more risks and embrace growth opportunities that are key to Australia’s innovation future.
Giggle helps Australian gig workers achieve financial independence. (Logo concept 49/62)
A fun business bank for the gig worker.
Giggle makes being a gig worker a pleasure instead of a pain. By streamlining regulatory requirements and taxation obligations, account holders focus on securing more work at higher pay.
No more juggling commissions. No more endless forms. No more jumping through useless hoops. No more exorbitant fees on business accounts.
Giggle provides a welcome sense of identity and validation. A sense of understanding and greater empowerment. Unifying multiple income streams provides a clearer picture of financial health and helps account holders secure loans and mortgages. Gig workers can better plan for a better future.
As more and more gig workers open accounts, Giggle can negotiate better superannuation, insurance, trustee and investment products as well as other business services at better rates.
Giggle helps Australian gig workers achieve financial independence by consolidating payments and offering support at every turn. Its enthusiastic personality and tone of voice is guided by three key values - fun, funny, playful.
Vibrant pink Cooper logotype shaped in a smile. Design guidelines promote a sense of energy and undeniable playfulness. Problems are solvable, good ideas win out, and the future is bright.
According to the Australian Bureau of Statistics, about 2.5 million Australians are now employed as gig workers. That’s more than 25 percent of the workforce, up from 13 percent in the 1990s.
Evergreen Bank helps Australians concerned with climate change save the planet. (Logo concept 51/76)
7. Evergreen Bank
Inspire the world with the largest sustainability project on earth.
Evergreen Bank is leading the way by planting 1 billion native trees in Australia on behalf of account holders. 1,000 trees are planted for every Australian who opens an account. 1 million accounts are opened in record time.
Evergreen’s natural regeneration project reduces the consequences of the climate crisis – protecting soil from erosion, reducing the risk of flooding and providing habitats for a vast range of animals and other plant species. Other sustainability initiatives to combat climate change include free household solar systems, fee-free loans for electric cars and low-interest loans for carbon positive homes.
Evergreen Bank helps Australians concerned with climate change save the planet by planting 1 billion trees on their behalf and offering a growing range of financially positive sustainability products. Its forward-moving personality and tone of voice is guided by three key values - sustainability, harmony, balance.
Green serif typeface with wattle stem emblem from the Commonwealth Coat of Arms. Design guidelines envision a natural, sustainable approach for a better financial landscape. Life becomes healthier, greener and richer.
Australia’s Reserve Bank warns that climate change is exposing financial institutions and the financial system more broadly to risks that will rise over time if action isn’t taken.
Wondering how we can help bring your financial brand to life? Email firstname.lastname@example.org
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