The Commonwealth Bank of Australia, one of Australia's best-known brands, has been a cornerstone of Australian finance for decades. However, in recent years, the bank recognised the need for internal transformation to match its evolving external identity. In 2023, following significant shifts in the global financial landscape and challenges to institutional trust, CommBank embarked on a crucial journey to reshape its internal culture. This initiative aimed to align employee mindsets with a renewed focus on customer obsession and excellence. Whilst working at the renowned brand-led design and experience agency Re (part of M&C Saatchi), I was brought in to develop a refreshed internal visual identity system. This system needed to reinvigorate employees around the ambitious goal of achieving NPS+30, signalling a cultural shift towards customer-centricity while maintaining the bank's strong risk management and operational discipline.

CommBank needed to create a unified suite of employee communications that would:

Inspire a more ambitious pursuit of customer experience excellence among employees

Foster a commitment to continuous learning and improvement

Simplify and unify internal messaging to reduce employee overwhelm

Drawing inspiration from CommBank's existing brand elements but pushing towards a distinct internal identity, I developed a suite of creative concepts that would signal this cultural evolution to employees.