Mobile-first banking startup showcases fresh brand identity

86 400 will launch in the Australian market later this year and is promising a real-time, mobile-first approach to banking for consumers

View all images

Just weeks after revealing plans to launch its new mobile-first, customer-led banking offering to Australian consumers later this year, newly established 86 400 has taken the wrappers off its visual brand identity.

The bank, which is backed by payments solutions provider, Cuscal, and the brainchild of four founders - former UK neobank veteran, Anthony Thomson, ex-ANZ Japan CEO, Robert Bell, and ex-Cuscal CIO, Brian Parker - will launch in beta towards the end of 2018 and has been two years in the making, building a suite of proprietary technologies to support its aims.

Initially, it’s planning to offer transaction and savings accounts to the public from early 2019, via a mobile app, with financial products to be added over time. The group has also recruited former Westpac digital leader, Tyler Travis, as its inaugural chief marketing and product officer.

This week, the startup’s brand agency, Hulsbosch, debuted the visual identity it has created for 86 400 in line with the latter’s ambition to be a new type of financial institution. The name, 86 400, comes from the number of seconds in a day and is designed to reflect the real-time services mantra behind the Aussie business.

Hulsbosch and 86 400 said they jointly undertook a research program and strategic exercise to understand what today’s customers wanted and needed from a next-generation bank. The subsequent brand design aims to highlight this relevant digital-digital experience, as well as position 86 400 as a trusted provider of financial services.  Hulsbosch has been tasked with the full suite of brand applications for internal and external use.

“Underpinned by the latest digital capabilities available, 86 400 is set to challenge and reinvent the customer banking experience,” Hulsbosch director, Jaid Hulsbosch, said. “Our role was to support this, to create a brand identity that was unlike anything in category and fulfilled the brand’s customer promise.

“We developed a bold masterbrand strategy that reflected the idea of ‘value every second’- the promise and proposition to customers. This concept set the tone for a beautiful, succinct visual language which all anchors back to this idea – that 86 400 delivers value every second, of every minute, or every day – all eight-six four hundred of them.”

The logo, for example, is designed as an evolving logo based on the second as an increment of time, and uses a punctuation mark, colon icon and extensive colour palette, Hulsbosch said.

Thomson, 86 400’s incoming chairman and co-founder, said the customer is at the heart of the new business.

“We are creating the digital bank of the future, unencumbered by legacy, and obsessed with giving customers what they need to maximise their value,” he said.

The new branding and supporting guidelines will start rolling out in coming months and will be supported by a national multi-channel launch campaign.


Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu   

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in