ANZ Plus

Objective

Define how ANZ's new digital-first product showed up inside the app and through marketing and advertising. Shape interaction patterns, tone of voice and product-led campaigns from the ground up, working closely with product, engineering and delivery teams in a highly regulated environment.

Outcome

Defined and implemented in-app brand and communication standards across key journeys, working closely with product and engineering to maintain consistency at launch and beyond. Supported rapid feature release and growth, contributing to ANZ Plus becoming one of Australia’s fastest-growing digital banks with an NPS score of 57.

Role

Creative Direction
Product-led Campaigns
Brand Identity
Tone of Voice
Art Direction
Copywriting
Digital Design
Print Design
UI/UX Design
AI Workflow Integration
Storyboarding
Brand Governance

• PRODUCT-LED CAMPAIGNS

• PRODUCT DESIGN - ‘STORIES’

Role & Focus

Led the in-app experience design, shaping the user journey, interactions, and visual approach to simplify complex data into clear, actionable moments.

Outcome

A scalable pattern that helps customers better understand and engage with their money.