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Victoria Teachers - Mutual Bank Rebrand

Client
Victoria Teachers

Title
Mutual Bank Rebrand

Year
2012

Tasks
Strategy Development
Brand Design
Corporate Identity
Corporate Collateral
Marketing Collateral
Print Advertising
Electronic Direct Marketing
Merchandising


Brief
Victoria Teachers Credit Union was founded in 1972 by educators who wanted to provide better economic life for educators and their families. What started with 48 members now has a membership base of over 85,000 members as well as over $1.5 billion in assets.

With recent Federal government support for a 'fifth pillar' in banking and decisive transition from a Credit Union to a Mutual Bank, the time was right for a rebrand to be able to compete with the Big 4 banks.

Strategy
Research indicated that members and employees perceived the brand to be old and stuck in time. Given that the logo in use was over 10 years old, the organisation was being misrepresented and was not correctly positioned in today's market. Our strategy was to modernise and streamline the brand to incorporate core values such as service, education, fairness and membership, all of which sit at the heart of Victoria Teachers as an organisation.

The new brand was developed to establish the Mutual Bank as positive, accessible, secure and trustworthy whilst also positioning it as a modern and progressive player in the highly competitive consumer banking industry.

Result
With a unanimous decision from Victoria Teacher members to approve the rebrand, the rollout is in its infancy and is due to officially launch on March 1st with all new marketing, collateral, signage and advertising.

Results of the rebrand will filter through over the coming months.
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