Spearheaded by the new ‘Can’ promise, an entire brand shift was required to reinforce Commbank’s reputation for innovation and leadership.
There was never an intention to touch the core Commonwealth Bank brand mark due to its iconic Australian status, instead a reinvention took place across all other components. By reconsidering colour, typography, imagery and tone of voice, we built upon the iconic foundations to create a contemporary, vibrant and positive brand for all parts of the organization. The category has forever changed, with competing brands racing to catch up with Commbank’s confident and disruptive new story.
Designed at RE: