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Qudos Bank

The task

After 55 years as Qantas Credit Union, the not for profit bank wanted to reposition the brand for growth, establishing itself as a legitimate banking alternative for all Australians. We worked with Qantas Credit Union to create the new strategy, name (Qudos) and brand identity.

Our challenge was to create a new brand that would resonate equally with existing customers as it would with new ones. It had to draw on the established equity within the brand and shake off any old perceptions stopping people from signing up.

The insight

Qudos is a bank that challenges category norms in order to put people first – a refreshing perspective for the finance sector. And with its members-heritage, a peoples-champion position is one Qudos could own and deliver.

The resolution

We created a new identity that is as bold and dynamic as the Qudos brand. It celebrates Qudos’ recognition of its members unique needs with a ‘breaking barriers’ attitude. It reflects the brands position in market and ongoing commitment to delivering better, persoanlised and positively surprising experiences for its members.