Know Your Banker
Ne-Lo repositioned Bendigo Bank’s Private Banking by leaning into what others were leaving behind: human connection.
Client
Bendigo Bank | Private Banking
Industry
Financial & Insurance Services
Capabilities
Brand Strategy
Customer Value Proposition Design
Research
Campaign & Content Development
Campaign Management
Case Study
Bendigo Bank wanted to redefine its Private Banking at a time when competitors were scaling back personal service. The challenge was to create a brand that resonated with high-net-worth customers while staying true to Bendigo’s heritage of trust and relationships.
Through co-design with long-tenured bankers and qualitative research with hard-to-reach clients, Ne-Lo uncovered the enduring value of private banking: continuity, deep relationships, and trust. From this insight, Know Your Banker emerged as a platform Bendigo could uniquely own.
The strategy was brought to life through a human-first identity and campaign celebrating the banker’s role in building lasting relationships—creating contrast in a category shifting towards automation.
The campaign reframed premium banking, celebrated Bendigo’s strengths, and drove a 300% increase in enquiries in it’s first 6 months.
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