| Once Online
2010 REBRAND 100 Winners > best of awards
Industry: Financial Services/Insurance
Enterprise Rebrand
Country Base: Australia
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Online banking and finance is an established online financial services provider, offering life insurance, personal loans, home loans and a credit card.
Challenge - Once Online was introducing a range of new online services that were different in style and performance from their traditional product range. They are simpler and easier to use and signal a different approach to online banking in Australia. In addition to this, existing products were currently marketed in disparate ways, creating a disjointed identity that was undermining attempts to build customer confidence in their offering. Once wanted to reposition their brand as the most simple, easy to deal with brand, built on a platform of ‘common sense’.
Strategy - We created a completely new brand identity for Once Online. Like the products it supports, it is deceptively simple, featuring a black and white palette, simple typography and direct and everyday language. The website is easy to navigate. It’s friendly and approachable.
Result -The site was launched in March 2009. There are now 9 products on the site. The refreshed brand identity provided the platform for a more cohesive team internally, and a much more cohesive way of presenting their services to market.
Credits:
Client: Once Online - www.onceonline.com.au
Head of Brand, Corporate, Once Australia: Simon Campbell-Avenell - www.onceaustralia.com.au
Brand Strategists/Designers: Principals - www.principals.com.au
Creative Director: Simon Wright
Design Director: Darren Swain
Finished Artist: Dean Varndell/ Hayden Mathys
Director: Sandy Belford
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