ME is a direct bank, owned by a group of Australian industry super funds. Formerly known as ME Bank, in 2015 ME dropped the ‘Bank’ from its name and relaunched with a brand-new look and a distinctly un-bank-like personality. The brand was developed by NZ branding agency Dick&Jane in partnership with ME’s in-house team.
The launch of ‘frank’, ME’s rebranded low-rate credit card, was the bank’s first major product roll-out under its new brand and a test of ME’s cut-through and perception-shifting powers.
services to work
Icon was engaged by ME to work on the frank launch. Our job was to bring frank to life and give the bank’s low-rate credit card a fresh, authentic personality that would inspire Australian banking customers to switch to ME.
Working closely with ME’s in-house team and with the bank’s branding agency, Dick&Jane, Icon crafted frank into a straight-talking character with a love of levity. The frank persona was extended into hundreds of campaign elements – from the design of the credit card itself through to the product’s original landing page, EDMs, welcome pack and even the card’s T&Cs.
In 2016, ME selected Icon to support its broader design and production requirements. Our account support model, process management, art direction and print production experience, and in-house digital capabilities were all factors in appointing Icon as a trusted supplier.
Today, we continue to work with ME’s in-house team and brand agency, producing campaign material for the bank’s credit card and home loan products, plus everyday transaction account and term deposits.