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 global brand guardian we work closely with the ANZ brand team to set standards and solve problems from a design angle. It’s a continuous process given the ANZ brand is always evolving. We stress test individual brand assets 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 marketing. Documenting the key features of the ANZ brand that make it distinctive, strong and consistent, these guidelines include the basic building blocks that used correctly and consistently, help create long-term recognition and trust. They act as a vehicle to help ANZ tell its story, deliver its offering, and ultimately promote itself in a positive way. We also create a large number of core assets - 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 its brand net worth. It enjoys 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, given their access to easy to understand guidelines, smarter templates and core brand assets. As a global brand ANZ benefits hugely from a united approach: collective energy and consistency together help the brand to remain a strong one.

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Client

ANZ Banking Group

Deliverables

All Media

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