Work ME
Tone of voice guidelines
Digital advisory
Print design and production
HTML5 banner ads
EDM design
ME is a direct bank, owned by a group of Australian industry super funds. Formerly known as ME Bank, in 2015 ME dropped the 'Bank' from its name and relaunched with a brand-new look and a distinctly un-bank-like personality. The brand was developed by NZ branding agency Dick&Jane in partnership with ME's in-house team.
The launch of 'frank', ME's rebranded low-rate credit card, was the bank's first major product roll-out under its new brand and a test of ME's cut-through and perception-shifting powers.
PUTTING INTEGRATED SERVICES TO WORK
Icon was engaged by ME to work on the frank launch. Our job was to bring frank to life and give the bank's low-rate credit card a fresh, authentic personality that would inspire Australian banking customers to switch to ME.
Working closely with ME's in-house team and with the bank's branding agency, Dick&Jane, Icon crafted frank into a straight-talking character with a love of levity. The frank persona was extended into hundreds of campaign elements – from the design of the credit card itself through to the product's original landing page, EDMs, welcome pack and even the card's T&Cs.
In 2016, ME selected Icon to support its broader design and production requirements. Our account support model, process management, art direction and print production experience, and in-house digital capabilities were all factors in appointing Icon as a trusted supplier.
Today, we continue to work with ME's in-house team and brand agency, producing campaign material for the bank's credit card and home loan products, plus everyday transaction account and term deposits.
TACKLING A MULTI-AGENCY COLLABORATION
Icon excels at collaborating across teams and disciplines. By streamlining communications and respecting established relationships we were able to add genuine value to the creative production process. Onboarding and regular review sessions run by the client ensured all contributors worked as a cohesive champion of the ME brand.
A small taste of projects we're helping deliver can be seen below.
Icon was able to add value by acknowledging existing relationships and skills and building on their creative foundation work. We established an intermediary design and production service to take briefs, liaise with both teams and produce assets efficiently. Our experience with developing the personality of the frank credit card ensured that we were fluent in 'brand ME' and helped smooth communications between all parties.
A CONSISTENT BRAND SUPPORTED BY BEST PRACTICES AND DYNAMIC PROCESSES
The collaboration resulted in a unified tone of voice and brand across all communications and touch-points.
This was achieved by implementing streamlined production processes, providing access to a dedicated design and production team, and offering expert advice on best-practice digital advertising and tracking processes, all informed by ongoing performance reviews and insights.
If you're looking for simple banking with no branches, no bloat — just clean, healthy banking — check ME out!
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