Project Overview
After 55 years as Qantas Credit Union, the not for profit bank wanted to reposition the brand for growth, as a legitimate banking alternative for all Australians. We worked with Qantas Credit Union to create the new strategy, name (Qudos) and brand identity.
Qudos is a bank that challenges category norms in order to put people first - a refreshing perspective for the finance sector. Combined with its members heritage, a peoples-champion position is one Qudos can own and deliver.
Project Commissioner
Project Creator
Team
Sandy Belford
Daye Moffitt
Sandeep Dighe
Tui Horo
Martin Colahan
Hamish Cargill
Simon Wright
Claire Gallagher
Darren Swain
Gabriel Mello
Josh Sobel
Jane Spalding
Dean Varndell
Hayden Mathys
Vanessa Meaker
Project Brief
Our challenge was to create a new brand that would mean something to existing customers, as well as new ones.
It was about moving away from the iconic Australian brand Qantas, the foundation on which this credit union was built, and present as a strong brand in its own right. In doing so, it was time to both draw on the equity from the existing brand, and use this to build something that would appeal to new, and younger audiences too.
Project Innovation/Need
Being a member-based organisation, it was essential that members accepted and supported the changes to the brand. This included implementing a wholesale name change (particularly going from Credit Union to Bank), moving away from the Qantas name and boldly embracing a fresh and bold new identity.
Design Challenge
We created a new identity that is both bold and dynamic. It celebrates Qudos’ recognition of its members unique needs with a ‘breaking barriers’ attitude.
This new identity and name reflects the brands position in market, and ongoing commitment to delivering better, personalised and positively surprising experiences for its members.
Effectiveness
Qudos has only recently launched, and user experience and engagement outcomes are still being gathered. But the employees- many who have been in the company for years, and are long term members themselves - love the change. They feel like it's reinvigorated their business. And ultimately, the change has provided clarity around the brand’s ambitions and focus on what each employee can do to get it out into the world.
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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