Every aspect of the design adopted 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 saying 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 which many are getting tiresome of particularly from banks.

Retail area for local business activity

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 anda creative thinker at the helm.

So, welcome to CUA Toowoomba, reinventing community banking.

Approach

With a dedicated internal project team of over thirty full-timeCUA staff, the depth of commitment to this initiative gave us confidence that this was not another ‘talking’ financial services brand. Our approach to the site was to partially strip the environmentback to its original structure, exposing the traces of previous developments here. This created a sense of history and belonging for CUA, even though it was new to the high street.

 

We also convinced the brand team at CUA to drop their primary corporate teal colour for the logo in the branch window, enablingus to turn it into a white glowing sculpture, immediately broadening it’s visual interpretation. Every aspect of the design adopted 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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