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Australian Military Bank

Visual Identity Design System

 

BRAND STRATEGY
BRAND IDENTITY DESIGN
ART DIRECTION
GRAPHIC DESIGN
VISUAL LANGUAGE
COMMUNICATION DESIGN
TONE OF VOICE
BRAND TEMPLATE ASSETS

Bringing a legacy and connection to the Australian Defence Force to life.

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As Australia's longest-serving Defence financial institution, Australian Military Bank has proudly supported those who protect Australia for over 65 years.

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In recognition of the unique journey of its members, and its commitment to innovation and growth, AMB sought to develop a new member experience and brand marketing strategy.

Engaging with members, on-base personnel, employees, leadership and customer-facing staff, the qualitative analysis was able to develop insightful audience segmentation that linked member needs with the deep sense of moral courage inherent in AMB’s values and principles.

Visual Identity Transformation 

 

Harnessing qualitative insights from extensive research conducted with members, staff, and stakeholders, a refreshed visual identity system was developed to honor AMB’s legacy and deep connection to the Australian Defence Force, encapsulating AMB’s purpose, vision, mission, and values in support of its strategic goals.

 

Ultimately, with employees engaged in a brand identity that clearly represents values and purpose, all are able to look forward to taking an exciting step into the Australian Military Bank's journey alongside its valued members.​

Client: Australian Military Bank

Consultancy: Tank

Dimitri Antonopoulos: Brand Strategy and Research Lead
Karina Dea: Research and Project Lead

Cass Eddy: Art Direction, Design Lead, Graphic Design
Marita Davis: Research, Brand Narrative and Content Lead

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VISUAL LANGUAGE

Drawing inspiration across Defence insignia to create a distinctive visual language that solidifies AMB’s connection to the ADF community. This approach not only establishes a unique identity but also opens opportunities for annual visual innovation and co-design opportunities with ADF personnel, fostering a sense of community involvement.

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Logo evolution

BEFORE

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Elevating and modernising the brandmark inline with the brand strategy and characteristics of the tone of voice.

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Testimonials

“Cass has lead the creative work of Tank for many years with integrity and insight. Her thoughtful and strategic approach has elevated our work with impact organisations, institutions, government and Traditional Owner communities across Australia.


Her years of experience have given her a broad and dynamic skillset; from facilitation and art direction through to developing strategic design systems, illustration and visual design that works across platforms.


Above all, Cass is a wonderful creative leader that tackles every professional challenge with integrity, asking questions they need to be asked, and leading teams and projects with compassion.

 

I'm honoured to call Cass one of Tank's key partners and our almost decade-long relationship is testament to that."

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Dimitri Antonopoulos

Director / Tank | Research, Strategy, Transformation

Cass Eddy Design acknowledges the Traditional Owners and Custodians of Country throughout Australia and acknowledges their continuing connection to land, waters and community. Cass Eddy Design pays respect to the people, the cultures and the Elders past, present and emerging.

Cass Eddy Design is a proudly inclusive design studio and an ally of the LGBTIQA+ community.

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© Cass Eddy Design.

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