The overall concept of doing the right thing for customers right now, clearly meant that the brand development needed to create a two way, personal conversation with customers and the market. Distancing Westpac from the generic tone and approach of major Australian banks, which tends to be cold and austere, was a central goal.
The solution centred around heroing the big red W and creating a visual and verbal language for the brand, rather than a stiff logo based system.
This language could then be expressed across all brand activity, and dialled up and down depending on the context at different points of customer interaction and communication needs.
This created a system that is always fresh and engaging, whilst remaining consistent but never the same.