Commonwealth Bank updated their brand early 2018 and we were commissioned to bring the new brand to life in a practical way through the development of a Photographic Brand Library and Motion Toolkit.
For the Photographic Library we were tasked to provide a collection of photos for use across digital expressions of brand. The library was to reflect the updated brand values and aesthetics whilst offering a breadth of practical and varied application. We teamed up with Photographer James Horan, whose relaxed, personal and polished style was incredibly in-line with Commbank’s updated approach. The photographic project required us to fully produce and post-produce the creation of an 80 ‘hero-image’ library with the supply of over 2000 additional graded images to supplement. Creative scenarios, and subject matters were developed to reflect the diverse pillars of the bank, variety of customer base and projected needs for brand based image use. The brand library will be used across various platforms and also inform the future use of photography.
Alongside this, we worked on the approach to the CommBank Brand in Motion and subsequently developed a Motion Best Practice and working Motion Toolkit which included templates, assets and direction for the use of motion elements and the development of new brand expressions and interpretations. The toolkit has rolled out for use by Commbank and CBA creative partners and is being used cross all motion communications.
CBA SENIOR BRAND MANAGER
CBA MARKETING MANGER, BRAND
CBA SENIOR MANAGER, CREATIVE SERVICES
CBA CREATIVE SERVICES MANGERS
Brittany Stovin-Bradford & Sarah Downs
PRODUCTION & POST