When Police Credit, one of Australia’s largest credit unions became a bank – BankVic – they needed a whole new identity and a campaign to ensure that the move was embraced by its many thousands of members. This major branding exercise covered everything from putting forward a new name and developing the logo through to printed materials, signage, website and more.

Central to the project was the strapline – members matter, which builds on the bank’s high levels of customer service and resonates with members on an emotive level. The new brand acknowledged its past, while creating a sense of trust, professionalism and inclusiveness for both existing and new members.