St.George Brand Refresh

Phase 1: Brand Audit

Understanding Where We Started

St.George, an established player in Australian banking, had a brand that leaned heavily on a playful, somewhat childish identity. While the intention was to be friendly and accessible, the result often lacked the visual authority and trust that customers expect from a financial institution.

Through a comprehensive audit of:

  • Visual identity (logo, colors, typography),

  • Customer perception surveys,

  • Digital presence (mobile app, website),

  • and retail experiences (branches, cards, signage),

Phase 2: Research & Strategy

Balancing Warmth with Professionalism

Our strategy hinged on one key insight:

People want a bank that feels human and friendly, but still competent and secure.

We looked into:

  • Market competitors (e.g., ANZ, NAB, Commbank),

  • and international banking trends

What emerged was a clear positioning opportunity:

Keep the approachable spirit, but translate it through a lens of modern design and mature trustworthiness.

Phase 3: Brand Evolution

Approachable. Elevated. Unmistakably St.George.

Dragon Reimagined

The dragon icon — a core asset — was refined into a more sculptural and elegant form. Its silhouette remains friendly, but now communicates resilience, leadership, and focus.

Color Palette: Evolved, Not Replaced

We kept St.George’s signature greens and reds, but updated them with deeper, more refined tones that feel premium and digital-friendly, creating stronger contrast and flexibility across mediums.

Typography & Layout

We retained the lowercase logo styling — a nod to accessibility — but paired it with more confident, minimalist typography systems across collateral and screens.

Phase 4: Execution

Consistency Across Every Brand Touchpoint

This wasn’t just a logo update. We executed a full multi-platform rollout that touched every corner of the brand.

✦ Offline Applications:

  • Signage: 3D-lit signage with natural shadow effects for depth and realism

  • Debit & Credit Cards: Modern, embossed, color-rich cards with metallic accents

  • Stationery & Name Tags: Simplified, elegant designs suitable for professional environments

✦ Digital Applications:

  • Mobile App Redesign: Clean UI with intuitive flows, improved readability, and a refreshed interface

  • Website Overhaul: Elevated digital brand feel with modern visual hierarchy and accessible navigation

  • DMs & Email Templates: Clear brand voice, consistent visuals, and conversion-driven layouts

Results & Takeaways

  • Brand recognition increased in testing with stronger trust scores

  • Customers described the new identity as “reliable,” “sleek,” and “friendly but serious”

  • Internal teams reported increased pride in presenting the updated visual identity

Expertise in Action

This project demonstrates the power of strategic restraint — by refining instead of reinventing, we honored St.George’s legacy while making it future-ready.

We didn’t change the story. We changed how it’s told.
With confidence, clarity, and credibility.

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Anniversary Campaign