Bankwest sets sights on national growth with ‘Just Enough Bank’ brand relaunch

Bankwest has launched a major rebrand, unveiling its new platform ‘Just Enough Bank’ as it embarks on an ambitious plan to double its 1.1 million national customer base over the next three to five years.

The new platform, developed in collaboration with creative studio Bear Meets Eagle On Fire, positions Bankwest as a digital challenger with a clear value proposition: deliver simple, intuitive and useful banking for busy Australians.

While many digital and neobank brands have targeted younger customers, Bankwest is zeroing in on a more mature segment - primarily Australians in their 30s and 40s who manage household finances and are seeking uncomplicated digital banking experiences.

Jodene Murphy, Bankwest general manager of customer, marketing and communications, said this new platform reintroduces Bankwest to Australia as a digital challenger with a distinct proposition.

“Our ambition is to be Australia’s favourite digital bank and we aspire to achieve that by delivering the uncomplicated and genuinely useful experiences customers have told us they want - and that is at the heart of Just Enough Bank.”

Murphy said the brand overhaul is the result of "hundreds of hours" of customer testing across the country, revealing a growing desire for a low-fuss banking relationship.

“These Australians are telling us they want just the right amount of bank in their lives - one that’s working hard behind the scenes to help them manage their money, while they focus their time on what’s important to them,” she said. “Just Enough Bank is about acknowledging that our customers are juggling busy lives and that digital banking shouldn’t get in the way.”

The rebrand is supported by a national marketing campaign led by the bank’s media agency EssenceMediaCom and features offbeat, slice-of-life spots directed by Steve Ayson (3&7), as well as a bold new design system being rolled out across Bankwest’s digital and physical assets. This includes a newly redesigned app and website, part of a broader overhaul of the bank’s entire digital experience.

Murphy described the platform as a pivotal moment in Bankwest’s 130-year history, as the bank reintroduces itself to the national market with a distinct and differentiated offering.

“This is not just a campaign - it’s a business-wide transformation,” she said.

The ‘Just Enough Bank’ campaign launched nationally on 23 March and is running across television, digital video, out-of-home, social and online.