Commonwealth Bank of Australia
Brand Bible

Strategy, Brand, Corporate

client brief, brand bible, guidelines, brand communications, brand guardianship
client brief, brand bible, guidelines, brand communications, brand guardianship client brief, brand bible, guidelines, brand communications, brand guardianship

CHALLENGE

To amalgamate disparate brand documents into a cohesive, engaging and easy-to-use brand guide for all staff.

The Commonwealth Bank of Australia have a proud history, and strong values and iconography, however, they were not promoting their essence in a cohesive, engaging or easy to understand way. The client had multiple documents that talked about their history, vision, strategy, values and approach to advertising and architecture, however, none of these documents were synthesised, linked or easy to read. A brand guide needed to work hand-in-hand with other documents, such as the advertising guidelines and the customer satisfaction booklet, without duplicating them. The guide needed to drive and inform how staff behave and make decisions. It needed to build the mythology of the Commonwealth Bank and become their coveted bible.
 

client brief, brand bible, guidelines, brand communications, brand guardianship, architecture

SOLUTION

The immediate issue to resolve was Group Brand Architecture. A vast amount of work had been undertaken prior to our introduction to the project, but no one had managed to distil the information into a clear and concise map of the group brands and their relationship to each other. It became apparent that other issues existed in terms of cataloguing brands as some where not listed under the most appropriate category. We also discovered a number of brands that lived in the previously unrecognised category of ‘migrating brands’. These migrating brands needed to be acknowledged in order to be managed appropriately. Using our proprietary process, the Brand Solar System, we were able to gain quick approval of the relative relationships of every type of brand contained in the Commonwealth Bank Groups brand portfolio.

The creation of a Brand bible could begin and we followed a simple path. Whilst our processes always accommodate the nuances of different clients, they are always clear and concise. The project process:

1. Information Audit. Analyse market research and existing brand communications documentation.

2. Destination Planning. Conduct interviews with stakeholders to confirm expectations and goals.

3. Develop a Strategy & Brand Communications Brief for the Client Team.

4. Communications Development: 

i. Conduct Team Interviews

ii. Present Initial Concepts

iii. Conduct Feedback Sessions.

5. Design Development

6. Copywriting and text editing in line with the approved brand tone and character.

7. Photoshoot. To be driven by the creative concept and the Determined to be Different brand essence.

8. Design Implementation.

9. Final art and print preparation. 

client brief, brand bible, guidelines, brand communications, brand guardianship, architecture
client brief, brand bible, guidelines, brand communications, brand guardianship, architecture client brief, brand bible, guidelines, brand communications, brand guardianship, architecture

OUTCOME

The work was completed in late 2009 and culminated in the Commonwealth Bank of Australia’s first Brand bible. 92 pages of information delivered in a beautifully designed Brand Guidelines document, written in straightforward and accessible language.

The brand essence is the one constant across all Commonwealth Bank of Australia communications and we made certain that the Determined to be Different brand essence was not just written up, but radiated from the whole document.

The bible is a well-used and valuable document in the Commonwealth Bank of Australia’s internal communications suite. The book contains the comprehensive Commonwealth Bank of Australia story, including the bank’s unique history shared in an illustrated timeline. It’s full of new and archival images. Interesting illustration and photography is combined with accessible text, ensuring the brand guidelines document is an enjoyable read for a broad audience. At the outset we agreed on the importance of producing a document that would be understood, enjoyed and, consequently, used.