TOMCX | Neural Nudging for Brains and Brands with Tom Hutton

Brand evolution for Teachers Credit Union (now Teachers Mutual Bank), one of Australia's largest credit unions

Teachers Credit Union (now Teachers Mutual Bank) is one of Australia’s largest credit unions. Working the existing logo, colour palette and typefaces, I developed a brand evolution strategy including brand essence, proposition, vision, values, manifesto and a new tagline: "More than a bank". I developed an initial visual style that was then used as a foundation by the in-house design team to create the current styleguide.

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TV advertisement

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Teachers Credit Union brand manifesto

"These days it can be hard to find the time to manage everyday banking, let alone research and implement long-term options. Since 1966 we’ve been providing better value banking and financial solutions to the education community, enabling our members to make confident decisions on their financial journey.

Whilst much has changed since our humble beginnings, three things continue to set us apart from other financial institutions: our service, our passion for education and our commitment to our members.

Our outstanding service satisfaction scores are the envy of Australia’s leading banks – we are responsive to our members’ changing needs and always go the extra mile. In addition to a range of competitive products (such as savings accounts, loans, credit cards and insurance), we offer comprehensive, and in some cases unique, services (including financial planning, share trading, travel and car buying). We continue to re-invest in Australian education through sponsorships and development programs both for teachers and students. We are owned by our members and our priority is to ensure that you get the best financial outcomes for you and your family, today and tomorrow."

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Tagline

We developed a tagline that leverages the massive marketing spend by banks in Australia.
‘More than a bank’ immediately positions Teachers Credit Union as a financial institution that delivers more than what you would receive from a bank - in terms of products, service and a sense of community and shared goals.

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