The newest entrant to Victoria's banking sector, the Bank of Melbourne, officially launched its state-wide brand to mark the opening of local branches today, Monday 25.

The 12-month Mutual Prosperity campaign is a far reaching and strategic campaign aimed at connecting with everyday Victorians, businesses and local communities.

The 25-strong core team was handpicked from within the ranks of Ogilvy Group Melbourne and STW’s Designworks. Working from a dedicated campaign office the strategic and creative teams worked collaboratively with the Bank of Melbourne throughout the year-long brand development process led by BADJAR Ogilvy Managing Partner, Michael McEwan.

McEwan said the client had been heavily involved in all aspects of the brand's creation from the very beginning.

"From the start we looked at the skills set from within the group and hand-picked a team that was best suited to meet this business challenge," he said.

"The development of the brand and the resulting campaign is a great example of how the Ogilvy Group and Designworks can mobilise a talented team of diverse specialist skills to co-create something of this scale. The result is a brand promise that is humble, but with a strong commitment to work with the people of Victoria to create mutual prosperity.”

The campaign incorporating TVCs produced by Brilliant Films, digital communications, social media, digital brand experiences, in-branch touchpoints, merchandise, outdoor, print and radio advertising as well as direct marketing delivers an entirely new brand, logo and communications position.

Designwork's head of design, James Sterling said that Melbourne was a thriving, modern, progressive city.

"It has a proud and enduring heritage and the Bank of Melbourne identity reflects this," he said.

"From billboards to tram liveries and the in-branch experience we wanted to design something that Melburnians would feel proud of and take ownership of."

Head of brand and marketing for the bank, John O'Shea said the brand would only ever exist in Victoria.
"We are working to build an affinity with our customers that comes from a shared pride in Melbourne and Victoria," he said.

"Working with Ogilvy and Designworks has been a very collaborative experience. The way the various specialist skills have come together across such a large volume of different work streams has been seamless."