Standardising a brand in 34 countries.
When ANZ began acquiring businesses in Asia as part of its super regional strategy, it identified the need to solidify and strengthen its branding across regions and business units. So it was up to us to standardise what was going on, providing unified branding execution across multi channels for global consistency.
Global brand guardian
As ANZ’s global brand guardian, we work closely with the brand team to set standards and solve problems from a design perspective. It’s a continuous process given the ANZ brand is always evolving. We stress test individual brand assets everywhere from billboards to business cards, branches, mobile screens and everything in between. Central to this is the creation of full brand guidelines for the ANZ master brand, advertising, digital, internal and outdoor marketing. We also create a large number of core assets, including hundreds of templates and comprehensive image libraries.
Consistency works wonders
ANZ has a consistent overall look and feel across 34 countries that has contributed significantly to its brand net worth. It enjoys more robust systems for the creation and storage of streamlined, uniform assets. What’s more, both staff and suppliers are able to work more efficiently and effectively, thanks to straightforward guidelines, smarter templates and core brand assets.