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Just weeks after revealing plans to launch its new mobile-first, customer-led banking offering to Australian consumers later this year, newly established 86 has taken the wrappers off its visual brand identity. The bank, which is backed by payments solutions provider, Cuscal, and the brainchild of four founders – former UK neobank veteran, Anthony Thomson, ex-ANZ Japan CEO, Robert Bell, and ex-Cuscal CIO, Brian Parker – will launch in beta towards the end of and has been two years in the making, building a suite of proprietary technologies to support its aims.
The group has also recruited former Westpac digital leader, Tyler Travis, as its inaugural chief marketing and product officer.
The name, 86comes from the number of seconds in a day and is designed to reflect the real-time services mantra behind the Aussie business. The subsequent brand design aims to highlight this relevant digital-digital experience, as well as position 86 as a trusted provider of financial services. Hulsbosch has been tasked with the full suite of brand applications for internal and external use. This concept set the tone for a beautiful, succinct visual language which all anchors back to this idea — that 86 delivers value every second, of every minute, or every day — all eight-six four hundred of them.
The logo, for example, is designed as an evolving logo based on the second as an increment of time, and uses a punctuation mark, colon icon and extensive colour palette, Hulsbosch said. The new branding and supporting guidelines will start rolling out in coming months and will be supported by a national multi-channel launch campaign.
“Bebo agua, luego existo, entonces voto”
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Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. The purpose of Artificial Intelligence AI has always been to replace the menial exitso repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best.
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