Challenge
The challenge was to create a universal master brand dynamic brand architecture for one of Australia's biggest banks. Additionally, it had to convey ANZ's desire to be perceived as a more 'personable' bank - one that is close to and in touch with its customers.

Creative Strategy
The ANZ master brand was created to give

the bank ownership over the colour 'blue' and to soften its look and feel.

Creative Idea
We are closer to our customers.

The ROI
The outcome was a rejuvenated ANZ master brand and a hierarchy of stand-alone sub-brands.