Launching Australia's first fully mobile bank

The Australian transactional banking and financial services company Cuscal made history by launching Australia's first fully mobile bank, 86 400. The challenge was to position the brand as a new type of bank that reinvented the customer banking experience. One that delivered the full capabilities of a bank on a consumer's phone and is free of the existing structures of traditional banks.

The disruptive brand name 86 400 and the brand idea ‘Value every second’ set the tone for a digital-first identity based on the concept of time. 86 400 delivers value to their customers every second of every day, all eighty-six four hundred of them. The animated logo, the flashing colon, a succinct tone of voice and a set of friendly icons all resonate with its tech savvy audience.

Hulsbosch is responsible for the full suite of 86 400 brand applications for internal and external audiences including fully digital guidelines.