ANZ
Brand Transformation
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Lead the adaptation and rollout of ANZ’s global brand, shifting it from a traditional bank towards a more modern, digital-first product. Apply the updated brand consistently across digital platforms, campaigns and physical environments.
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Delivered the rollout globally a year ahead of schedule. Updated how the bank looked and communicated across markets, improving consistency while working within a large, regulated organisation.
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Responsible for adapting and governing the global rebrand across digital, campaign and environmental touchpoints. Partnered with brand, marketing and compliance teams to establish standards that held up across markets and channels.
• BRAND GUIDELINES
• PHOTOGRAPHY DIRECTION
• ILLUSTRATION DIRECTION
• BRAND TONE OF VOICE
• SCALABLE DESIGN SYSTEMS
Component-based framework with responsive HTML, brand-aligned styling, and flexible content modules to streamline campaign production and maintain design integrity.
• eDM TEMPLATES
Dark Mode Optimization
Litmus Testing
• STORE DESIGN CONSULTING / WAYFINDING
• RESULTS
Accelerated creative delivery through clearer system and governance frameworks
Rolled out across multiple markets and core customer-facing channels
Improved consistency of brand application across the organisation
Reduced fragmentation in brand interpretation
Strengthened alignment between brand, marketing, and experience functions