Brand Story

Where We Grow

Defining a brand story for Geelong Bank

After a 44-year history, Ford Co-Operative Credit Society (FCCS) wanted to rethink what it means to be a member-owned credit union in a changing and highly competitive environment, amid the growing distrust and profit-before-people culture of the Australian banking industry.

FCCS engaged Kinc to help define a new direction for the brand that would meet its strategic objectives of creating sustainable growth, better value for 
members and deeper community engagement.

Brand Discovery

To help determine the equity within the FCCS brand, we conducted a brand audit and engaged with key stakeholders, inside and outside the organisation.

Among these groups, we tested and analysed the brand experience, values, perceptions, truths, challenges and opportunities. A critical focus was around FCCS’s history, given its original founding by Ford Motor Company employees in 1974 and Geelong Ford factory closure in 2016. While the Ford associated was considered as important to a portion of members, the majority believed the brand name was restrictive, focussed on the past and not clearly defined for today’s market. It was time for change.

This key insight revealed that to embark on a new direction, rebranding the organisation would open it to new opportunities for engagement.

The engagement of Kinc to develop a brand strategy was pivotal in understanding the journey we had to take and the future direction we were hoping to get to.

We learned that our brand is much more than just a logo…it represents what we stand for, forms part of our value proposition and helps us achieve our vision for the future.

Kinc were great to work with and spent time with both our board and management team to understand what we wanted to achieve and guided us through this journey.

— Peter Vecoli, General Manager Geelong Bank

Brand Strategy

In support of the organisation’s aim to expand its member base, we looked to its biggest opportunity in broadening its appeal to a younger demographic, while retaining and optimising its existing member base.

Our aim was to give a new sense of clarity and definition to the brand, starting with renewing 
the values the brand was built on. These were 
re-established around trust, quality, value for members, community and service. From this we were able to carve out a new position of a local, customer-owned banking with strength and integrity.

Brand Creation

We came up with the name Geelong Bank, as it perfectly encapsulates the brand’s local and community elements, while illuminating the financial services it provides.

Visually, we created a series of different brandmark concepts for market testing, to land on a clear winner.

The chosen brandmark evokes a sense of trust and protection, with the addition of curved lines inspired by an umbrella. It also pays homage to the brand’s original colour palette, which is refreshed in crisp, modern tones. These colours and lines reference the coast, the river and the landscape of Geelong and its wider community.

The tagline ‘Where we grow’ expresses Geelong Bank’s identity as an integral part of the community. It communicates the inclusivity, strength and unity that provides more opportunities for its members.

 

VIEW PROJECT

Brand Discovery

To help determine the equity within the FCCS brand, we conducted a brand audit and engaged with key stakeholders, inside and outside the organisation.

Among these groups, we tested and analysed the brand experience, values, perceptions, truths, challenges and opportunities. A critical focus was around FCCS’s history, given its original founding by Ford Motor Company employees in 1974 and Geelong Ford factory closure in 2016. While the Ford associated was considered as important to a portion of members, the majority believed the brand name was restrictive, focussed on the past and not clearly defined for today’s market. It was time for change.

This key insight revealed that to embark on a new direction, rebranding the organisation would open it to new opportunities for engagement.

Brand Strategy

In support of the organisation’s aim to expand its member base, we looked to its biggest opportunity in broadening its appeal to a younger demographic, while retaining and optimising its existing member base.

Our aim was to give a new sense of clarity and definition to the brand, starting with renewing 
the values the brand was built on. These were 
re-established around trust, quality, value for members, community and service. From this we were able to carve out a new position of a local, customer-owned banking with strength and integrity.

Brand Creation

We came up with the name Geelong Bank, as it perfectly encapsulates the brand’s local and community elements, while illuminating the financial services it provides.

Visually, we created a series of different brandmark concepts for market testing, to land on a clear winner.

The chosen brandmark evokes a sense of trust and protection, with the addition of curved lines inspired by an umbrella. It also pays homage to the brand’s original colour palette, which is refreshed in crisp, modern tones. These colours and lines reference the coast, the river and the landscape of Geelong and its wider community.

The tagline ‘Where we grow’ expresses Geelong Bank’s identity as an integral part of the community. It communicates the inclusivity, strength and unity that provides more opportunities for its members.

 

VIEW PROJECT

The engagement of Kinc to develop a brand strategy was pivotal in understanding the journey we had to take and the future direction we were hoping to get to.

We learned that our brand is much more than just a logo…it represents what we stand for, forms part of our value proposition and helps us achieve our vision for the future.

Kinc were great to work with and spent time with both our board and management team to understand what we wanted to achieve and guided us through this journey.

— Peter Vecoli, General Manager Geelong Bank