It started with ANZ Plus - a digital banking service created to simplify and modernise banking through a digital-first, flexible, and user-friendly platform. After its official market launch in March 2022, it became one of Australia’s fastest-growing digital banking platforms, with over one million customers as of March 2025. As this was designed to be a cousin to the existing ANZ products it needed a refreshed and distinctly different personality - one that embraced it’s digital first and contemporary roots while retaining elements of ANZ’s 200 year history. Our branding was then adopted by the wider bank, becoming the master brand for ANZ globally.

Financial services can be a serious and sensitive topic, and one that many people are easily confused by. Early on we explored many different visual directions to tackle this, and eventually landed on a style that is fresh and playful, without going too over the top. The illustrations and artwork style are a key component of ANZ’s visual identity, by striking the right balance between serious and lighthearted, we’re able to guide users through their banking in a clear, approachable way - while also finding unexpected moments to surprise and delight them.

Each asset we create is carefully considered and crafted, with simple designs that are brought to life in 3D. Specific model details, tactile textures and a final polish in Photoshop all come together to create a strong, distinctive artwork style for ANZ - one that feels both unique and memorable.