BankSA needed a new direction after 166 years of being synonymous with South Australia. The bank introduced a new logo featuring a stylized geographical outline of the State, and it needed a new brand identity to signal change and support the new logo throughout its extensive branch network.
BankSA new identity needed to serve a dual purpose – to indicate an important and wide-reaching transformation and to acknowledge the shared history of the bank and the State. The change included introducing new products and services in keeping with global trends and customer needs. This all had to work with the State’s story of transformation – reflecting the energy, connectedness and confidence of the new South Australia.
We took heritage aspects and reworked them to a contemporary look – repurposing the Sturt Desert Pea motif into a flexible, modern design that hints at transformation. The elements also work in a practical down-to-earth way that reflects the nature of the brand – and the State – in a current, lively way.