Bank First
How might we evolve our visual and verbal identity to ensure it embodies the depth of audiences we serve?
A quiet evolution
A new generation of members is asking more of the banks they choose.
Bank First, with its roots in teaching and its growing commitment to health and community service, engaged us to explore how the brand could evolve to meet these expectations.
Our work focused on listening to members, understanding their aspirations and needs, and shaping a brand narrative that honours Bank First’s heritage while positioning it for the future. Through insight, identity and voice, we built the platform for a brand that speaks with warmth, integrity and confidence — and one that can stand apart from the big four by staying true to its purpose of serving those who serve the community.
Bank First is a member-owned mutual bank with deep roots in the teaching profession and strong links to health and community services. Founded with the purpose of serving those who serve the community, it has built trust over decades by turning up for people often overlooked by larger institutions. Yet in an increasingly competitive financial services sector, Bank First faced the challenge of staying relevant and distinctive to a new generation of members who expect clarity, transparency and strong social values from their bank.
Our work together was to evolve the brand in a way that clarified purpose and strengthened Bank First’s difference.
The task was to modernise identity and messaging without losing credibility or heritage, and to equip the organisation with a visual and verbal system that could flex across member recruitment, community partnerships and internal culture. Working closely with the Bank's internal creative and marketing teams, we ensured people in teaching and health were central to the change effort.
We began with listening and analysis, exploring competitor positioning, cultural shifts in banking and the lived experiences of members. What became clear was the enduring importance of Bank First’s purpose: to serve those who serve the community. This simple truth became the anchor for the brand. We then worked closely with leadership and staff to develop a refreshed identity – contemporary yet approachable – that reflected professionalism without becoming corporate. Alongside this, we articulated a tone of voice that emphasised clarity, warmth and integrity, stripping away jargon and speaking plainly to the people Bank First exists to serve.
The result was not just a new look and feel but a stronger internal alignment, with staff reporting greater clarity and pride in the bank’s purpose. Members, particularly teachers and health workers, responded positively, recognising themselves in the brand’s voice and values. In the wider marketplace, Bank First emerged with a sharper, more confident presence, differentiated from the big four by its authenticity and commitment to community.
Through this work, we helped Bank First rediscover its heart and express it with confidence, creating the foundation for a future where it can continue to stand tall as a bank shaped by and for the people who dedicate their lives to serving others.
Our work
Stakeholder engagement
Qualitative research
Insight synthesis
Strategic brand development
Narrative & tone of voice
Visual identity evolution
Creative territories
Campaign concepts
Collateral and template creation
Brand guidelines
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We are based in Melbourne, Australia, and our work is conducted across our nation and in various cities around the world. We acknowledge and pay respect to the past, present and future Traditional Custodians and Elders of the nation we live and work in and the continuation of cultural, spiritual and educational practices of Aboriginal and Torres Strait Islander peoples.