Bank of us - How unexpected
In 2017, B&E (Australia’s oldest Building Society) decided to transition and become a mutual bank. This required a new name, rebrand and relaunch. It was also an opportunity to tap in to the public’s dissatisfaction with banks in general by demonstrating how this new Tasmanian bank did things differently to everyone else. From having no shareholders to reinvesting profits to benefit their customers and the local community there was one universal and positive reaction to everything they did. How unexpected.