Every aspect of the design adopts the same approach; replace traditional corporate banking design paradigms with ideas infused in humanity and community.

470 Ruthven Street, Toowoomba

Background

If we had a dollar for every time we’ve heard a bank say they are a community hub! It’s not good enough to say it any more, because people don’t believe you any more. Genuine community is about making it happen quietly and confidently in a way that is meaningful and fulfilling to that community and not simply another marketing stunt or tagline.

Banking by day, community at all other times

Challenge

The biggest challenge for any financial services institution with community investment is that it’s invariably difficult to quantify the short term ROI. To do it properly takes a not so conservative organisation with an open minded board and a creative thinker at the helm.

Welcome to CUA Toowoomba, reinventing community banking.

Approach

With a dedicated internal project team of over thirty full-time CUA staff, the depth of commitment to this initiative gives us confidence that this is not another ‘talking’ financial services brand. Our approach to the site was to strip the environment back to its original structure, exposing the story of the site. This has created a sense of history and belonging for CUA, even though it was new to the high street.

 

Convincing the brand team at CUA to drop their primary corporate teal colour for the logo in the branch window, enabling us to turn it into a white glowing sculpture, immediately broadening it’s visual interpretation. Every aspect of the design adopts the same approach; replace traditional corporate banking design paradigms with ideas imbued with humanity and community relevance.

To date, this branch is sustaining an increase in high value transactions of 15% which proves there is a real appetite in regional Australia for financial services brands to be locally relevant.

Result

Suffice as to say the branch is visited almost every week by other financial services institutions who have consistently given great feedback to CUA for having finally implemented what they have all been talking about for some time now.

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