Know Your Banker

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.