Bankwest has launched a new brand platform, 'Just Enough Bank', positioning banking as a balanced aspect of consumers' lives that should not dominate their time.

Created in partnership with creative studio Bear Meets Eagle On Fire, the campaign features a series of unconventional advertisements and a visually impactful out-of-home campaign set to be deployed nationwide.

The campaign is built around a new design system that will be integrated across all facets of the Bankwest brand, including physical and digital cards as well as sponsorships. The advertisements, directed by Steve Ayson from production company 3&7, showcase the unique activities people can engage in when banking processes are simplified and intuitive. Bankwest's refreshed brand identity is described as colourful and distinctive, aiming to be playfully insightful.

Unlike many startup and digital banks that target younger demographics, Bankwest is directing its focus towards a more mature audience, specifically adults who are responsible for family banking. The campaign will be visible across a variety of media platforms, including cinema, broadcast, online video, out-of-home (OOH), digital, and social media.

Bankwest GM Customer, Marketing and Communications, Jodene Murphy, said: "It’s early stages in the roll out of this new platform, but right from the outset, we loved the confidence and distinctiveness of the work BMEOF brought us. ‘Just Enough Bank’ is a big idea that will permeate through our business – and is exactly what we need at such a pivotal moment in Bankwest’s 130-year history.”

Founder and Chief Creative Officer for Bear Meets Eagle On Fire, Micah Walker, said: "This is such a perfect brand and project for us. The truth is, there is lots we’d rather be doing than banking, and highlighting all the familiar, random and idiosyncratic things we could be doing if banking got out of the way, is as fun as it is never-ending.”

The campaign credits include Bear Meets Eagle On Fire as the creative agency, EssenceMediacom as the media agency, and 3&7 as the production company.