Brand strategy

Geelong Bank

Client —
Geelong Bank

Project objectives —
A Geelong based credit union with community heritage wanted to broaden its reach to a younger demographic and attract more new members.

Kinc’s research included discovery workshops, surveys and focus groups with the business’s leaders, members and other key stakeholders. This in-depth process gave us incredibly valuable insights that informed the brand’s strategic direction.

By creating the name ‘Geelong Bank’, we clearly defined the brand’s offering along with a new brand positioning. It also tied perfectly to its brand promise – a trusted bank with the community’s growth at its heart.

Results —
Kinc’s approach took the brand in a modern direction that also paid homage to its heritage. The result is a personable, memorable and engaging brand that appeals to existing and future members.

Our work —
Brand research / Brand strategy / Brand identity / Brand creation / Change communications