Challenge

Heritage Bank is a Queensland-owned bank that puts profits back into its products and services. They were opening branches nationally and needed a campaign to raise brand awareness and build trust as Australia’s largest customer-owned bank that put people first.

Solution

Cummins & Partners won the account by pitching the campaign idea, “Bank You Very Much!”. It’s about celebrating both the big and little things in life. From your first home purchase to financing your car, Heritage is a bank you can rely on and thank in those moments.  

The visual execution of the campaign was central to positioning the bank as a genuine and personable choice that customers can trust. We introduced a soft pink as their primary colour to set the bank apart from competitors. Meanwhile, photography reflects both urban and rural Australians expressing gratitude to Heritage’s products and services.

From concept to final production, I collaborated with senior creatives to design campaign collateral across large format outdoor, social media, and in-branch advertising. Every aspect was crafted to communicate that Heritage is owned by its customers, helps grow the community, and puts people first.