ANZ Agency Partnership

An integrated
approach.

Challenge

When ANZ began acquiring businesses in Asia as part of its super regional strategy, it identified the need to solidify and strengthen its branding across regions and business units. So it was up to us to standardise what was going on, providing unified branding execution across multi channels for global consistency.

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Approach

As a global brand guardian we work closely with the ANZ Group Brand team to set standards and solve the problems from a design angle. It’s a continuous process given the ANZ brand is always evolving. We stress test individual brand assets one by one everywhere from billboards to business cards, branches to mobile screens. Central to this is the creation of full brand guidelines for the ANZ master brand, advertising, digital, internal and outdoor. Guidelines that document the key features of the ANZ brand that make it distinctive, strong and consistent, including the basic building blocks and how they work best together. Used correctly and consistently, these building blocks help create long-term recognition and trust with ANZ’s audience. They act as a vehicle to help ANZ tell its story, deliver its offering, and ultimately promote its company in a positive way. We also create a large number of core assets including more than 350 templates, as well as comprehensive icon and image libraries.

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Outcome

ANZ now has a consistent overall look and feel across 34 countries that has contributed significantly to continued growth in brand net worth. Across the bank, it has really benefited from our more robust systems for the creation and storage of streamlined, uniform assets. What’s more, both staff and suppliers are able to work more efficiently and effectively with easy to understand guidelines, not to mention better templates and core brand assets. As a global brand ANZ benefits hugely from a united approach: its collective energy and consistency are what helps the brand remain strong.

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Client

ANZ Banking Group

Deliverables

All Media

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