ANZ
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ANZ

Partnering with
a global bank

As one of the big-four Australian banks, ANZ’s promise is “we live in your world” – a position which speaks to the super-regional strategy it undertook in 2009.

Over 18 months, we collaborated with the bank to support this direction across its three key geographies: Australia, New Zealand and the Asia-Pacific.

We needed to clearly communicate the bank’s new brand promise to its 5.7 million customers from Sydney to Singapore and Noumea to New York.

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“ANZ is increasingly a regional bank operating in 32 countries and speaking 19 different languages. A strong, unified brand across all our geographies is an important part of our future growth.”

– Mike Smith, CEO ANZ Bank

ANZ global rebrand

 

1,200

branches

2,500

ATMs

50

offices

10

sky signs

32

countries

2001
Diadem was engaged to rebrand 800 branches nationally over two years. This saw our team become immersed in ANZ’s retail operations and strategic planning.

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02

2005
From 2005 through 2007, Diadem provided design management services on an ongoing basis while ANZ branches were refurbished or relocated. This involved close collaboration with Lendlease, JLL, architects and other key stakeholders.

2009
In addition to tactical execution, ANZ engaged Diadem during the brand development process in 2009 to work closely with executives in Australia, New Zealand and Singapore.

We oversaw more than 1,000 ANZ locations across 32 countries and delivered international brand guidelines for branches, corporate offices and banking facilities.

03

2016
Working closely with Bluesky Design and Deloitte’s digital team, Diadem aided the development of its flagship Martin Place store in the heart of Sydney’s CBD. This project announced a new digital banking era for ANZ, embracing new technology that gives staff more time to focus on the customer.

04

2019
The expansion of ANZ’s Melbourne head office at 833 Collins Street to the adjoining building provided the opportunity to capitalise on sightlines down Collins Street and across the Yarra to South Wharf. Diadem provided planning, engineering and execution of two new sky signs.

06

07

When ANZ moved operations from its iconic gothic style address on Queen Street, Melbourne, Diadem programmed and managed the removal of all brand signage including four cantilevered signs which were installed in 2010. The scale of this exercise required the partial closure of Queen Street while cranes carefully lowered the signs and supporting structures to street level.

A sustainable
rollout

During the ANZ rebrand rollout, Diadem designed a system retrofit for around 1,500 under-awning signs with a new design. This approach saved the disposal of 35 tonnes of aluminium.

In New Zealand, ANZ planned to replace its ATMs with a fresh design. Diadem proposed a retrofit panel design that saved NZ$1.2 million in production and replacement costs.

Our advisory role with ANZ encompassed design issues such as colour reproduction, materiality, scale, and brand placement on building facades and interiors.

Our advisory role on procurement included sourcing and securing customised colour material from vinyls to cladding. This was critical to upholding brand consistency while working with various manufacturing standards, availability and language issues.

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02

Working on an international scale led to sourcing foreign language and branding adaptions. Diadem prepared involved authorisations and prototyping before contractor documentation in each country where English was not applicable.

Capitalising on our industrial design expertise, we developed planning a prototyping program for efficient testing and client approval.

The ANZ Virtual Garden is an 11-metre LED wall that spans three levels in ANZ’s flagship branch in Martin Place, Sydney, with regularly updated information such as weather and Twitter requests.

03

The results
of our work

Following the global rebrand, ANZ’s 2012 Super Regional Strategy Five-Year Progress Report outlined a customer increase to 2.6 million from 925,000 in 2007, aided by 64 new touchpoints across the continent. Earnings across ANZ’s APEA (Asia-Pacific, Europe and America) businesses grew three-fold.

“Diadem’s proactive approach to sustainability, coupled with their technical expertise, produced a significant financial and ‘on brand’ outcome for ANZ Bank.”

  • Matthew Clark – Head of Workplace Property, ANZ Bank
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