Bankwest has introduced a fresh brand platform, “Just Enough Bank,” as part of its strategy to position itself as Australia’s preferred digital bank.
This new approach is focused on delivering straightforward and practical banking solutions, tailored specifically for busy Australians in their thirties and forties who prioritise ease and efficiency in their banking interactions.
Jodene Murphy (pictured), Bankwest’s general manager customer, marketing, and communications, expressed enthusiasm about the initiative.
“We’re incredibly excited to launch Just Enough Bank, reintroducing Bankwest to Australia as a digital challenger with a distinct proposition,” Murphy said.
Murphy highlighted the platform’s core objective: to provide “uncomplicated and genuinely useful experiences” that customers desire.
This customer-first strategy drives the creation of digital services that are distinctive in Australia’s financial sector, aiming to meet the evolving needs of consumers and brokers across the country.
Bankwest highlighted a collaborative approach in its service design, engaging extensively with customers to refine its new banking app and website.
“We’ve conducted hundreds of hours of testing with customers and non-customers across Australia,” Murphy said.
The new platform seeks to offer just the right level of banking involvement—enough to support customers effectively without being intrusive.
The launch of Just Enough Bank is supported by a comprehensive national marketing campaign, orchestrated by Bankwest’s partner agency, EssenceMediaCom.
The campaign is set to make a splash across various channels, including television, digital video, and outdoor advertising, starting from March 23.
The development of Just Enough Bank was a collaborative effort with the creative agency Bear Meets Eagle On Fire.
“They understood the unique challenge and opportunity to help us take the iconic brand of Bankwest with a 130-year history and tell its new chapter on a national stage,” Murphy said.
This partnership has been instrumental in shaping a modern identity for Bankwest that respects its long heritage while steering it towards future growth.
Through Just Enough Bank, Bankwest reaffirms its commitment to simplifying the banking experience, ensuring that its digital services are a perfect fit for the lifestyle of its customers.
