Geelong Bank
Branding and digital campaigns
Project overview
Formerly known as Ford Co-operative Credit Society Limited, Geelong Bank initially operated with just eighty employees, providing financial services exclusively to Geelong Ford employees and their families.
Seeking to expand their reach to a broader audience, Geelong Bank necessitated a new brand strategy, style guide, logo, and tagline that paid homage to the Ford heritage while effectively communicating the brand’s strong community values.
Emphasising the brand’s personable nature, the new visual identity incorporated a sense of freshness through bright colors and a distinctive brandmark, setting it apart from competitors and subtly referencing its surf coast location. This brand seamlessly translated into social media framework pillars: where we bank (products), where we live (community), where we teach (educate), and where we share (news/announcements).
Role
Years of working as a designer on the Geelong Bank brand. Art Direction across new campaigns and Social Media.
Workplace
Location
Kinc Agency
Melbourne
Date
Category
September 2018–2022
Art Direction, Branding, Campaigns, Social Media
The 1, 2 Home Loan campaign
Results
To launch the campaign with a memorable name (“The 1, 2 Home Loan”), we distilled the key benefits of the home loan: 1% less than the reference rate for a duration of 2 years. The advertising strategy was designed with a landing-page traffic and lead generation objective across social media, web, EDM, radio, and in-branch, ensuring widespread dissemination of the message to the target audience.
The digital campaign on social media garnered 400,000 impressions within the specified Facebook, Instagram, and TikTok audience of Australians aged 25 to 45
Directing consumers to the 1, 2 Home Loan's landing page, the traffic campaign achieved an impressive 9,016 click-throughs, indicating significant interest in the product
With a lead generation objective, the campaign generated over 100 high-quality leads in less than two months—an exceptional outcome considering the substantial value that one lead can represent for the brand, often exceeding $1 million
