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Westpac Group

Purpose, values and behaviours

In 2020 Westpac Group announced two interconnected initiatives to chart the course of Australia’s oldest bank over the next decade. The new purpose, values and behaviours (PVB), coupled with the ‘Simpler, stronger bank’ strategic review, presented a remarkable internal communication challenge.

What we did
Employer Brand
Environmental Graphics

The challenge

With more than 40,000 employees across a portfolio of six operational brands in branch, corporate offices and call centres, introducing and socialising the new messages to gain familiarity and buy-in, required strategic thinking, creativity and a perfectly coordinated execution.

The solution

Designate partnered with a multi-disciplinary Westpac team including people from brand, marketing and internal communications, developing a new visual language that leveraged the refreshed Westpac Group brand to showcase the new purpose, values and behaviours across physical and digital environments.

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The foyers in the flagship corporate office in Sydney were re-imagined to celebrate the employees who embody this new Westpac, highlighting the everyday behaviours behind the values.

We refreshed the campaign periodically, to encourage employees to 'look again' and ensure that executions remained fresh and relevant as the associated behaviours for each value evolved.

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"Honestly, best in class across all agencies I’ve ever worked with, and there’s a been a few!”

Ainsley Pope, Culture and Creative Strategy Transformation, Westpac Group


Designate acknowledges the Traditional Owners of Country throughout Australia and recognises their continuing connection to land, waters and culture. We pay our respects to their Elders – past, present and emerging.