Project Overview

UniBank was known as Unicredit - a small credit union operating in WA and focused on providing financial services to the tertiary education sector (Universities). It merged with Teachers Mutual Bank in 2015 and now operates independently as a division of Teachers Mutual Bank. Traffic was appointed in 2016 to develop a marketing strategy that would embrace all university students, graduates, staff and their families and make UniBank the first choice bank for all universities in Australia.

Project Commissioner

Teachers Mutual Bank

Project Creator

Traffic Brand Agency

Project Brief

Strategically, it was imperative to differentiate UniBank from Teachers Mutual Bank. The university communities consider themselves to be above 'teachers' (slightly 'elitist') so the UniBank strategy was based on 'mutuality and membership' to capitalise on their close-knit communities.

Project Innovation/Need

The priority for the UniBank strategy was to focus on digital innovation. Digital banking is well advanced locally and globally. To be competitive UniBank must be at the forefront in customer service online.

Design Challenge

Simplicity, clarity, personalisation and differentiation were the four priorities in developing the creative solutions for UniBank. The design of the new logotype was simplified to be highly versatile online and on campus. The black and white colour combination delivered clear and concise images and messages to an educated target audience. Personalisation and differentiation were achieved with the use of the overriding theme 'Know More' profiling different messages to different audiences (Academics, graduates, students, staff etc). This theme was central to the message that UniBank would help all members achieve financial self-sufficiency and security.

Effectiveness

While UniBank will have a few on site banks at University campuses, the user experience will be mainly digital. Online banners will click through to tailored landing pages for new sign ups, credit card and loan applications, all done via a simple form. The simple black and white identity makes everything seem simplistic and easy, with all points of the journey simplified to keep students engaged. The campaign has been live for one week, so it's too early to compile results.