The ANZ bank is spending $ 15 million in a new logo and positioning for their brand. The rebranding was driven by the company’s values which put people at the centre of the organisation.
The global brand-building comes after 18 months of research in which customers, staff and advisers from M&C Saatchi concluded the bank needed to streamline its brand as it widened its push into Asian markets such as Cambodia, Vietnam and China.
With the tag line “We live in your world” the TV campaign and the logo itself revolve around the idea of people. Following the concept of “We Live In Your World,” the goal is to show customers that they can believe in a database that reflects their thoughts and differences, making what was once complicated into something much more simple and accessible
The three shapes in the new signage reflect ANZ’s three core markets – Australia, New Zealand and Asia Pacific – while the central human shape represents customers and staff.
The campaign will include TV, outdoor, print, and will be broadcast in Australia, New Zealand and Asia.
Campaign created by the Auckland, New Zealand office of M&C Saatchi and its internal identity design group Re.