Bendigo Bank: Footy grows here
The brief: retain Bendigo Bank's brand identity, but push it to work better in a sports environment.
Bendigo Bank supports grassroots footy. This is not a grand claim. They actively support junior footy clubs, helping raise the next generation of players.
However, their message was getting lost.
At the MCG & Adelaide Ovals, where big bold moments capture hearts and minds, only the most interesting and eye-catching ads draw attention. Bendigo Bank's corporate branding, while strong, was adrift in a sea of sameness at sports venues.
The brief: retain Bendigo Bank's brand identity, but push it to work better in a sports environment.
Using some of Gary Bradshaw's excellent photography as a basis, I created a gritty, textural treatment with contrasting lighting and bold colours. These junior heroes are now leaping out of the frame. The graphics retain Bendigo Bank's core branding as a foundation but lean in to the heroic moments of future talent on their way up.
By adopting the bold visual language of heroic footy moments, Bendigo Bank now demonstrates they don't just support grassroots footy: they live and breathe it.