In October 2011, Teachers Credit Union (TCU), Australia’s third largest credit union with over 155,000 members and assets of over $3.5 billion, appointed Traffic to manage their brand transformation to Teachers Mutual Bank. The timing of the rebrand occurred in a volatile financial marketplace with the big four banks jockeying for dominant positions, and other community brands and credit unions positioning themselves as viable alternatives to the big four.
The strategy was to transform Teachers Credit Union into an exclusive and better banking option for the financial wellbeing of teachers, while still maintaining the personalised service that members loved. The brand transformation began with a new Teachers Mutual Bank logo – the aim was to differentiate TMB from all other banks and convey a warm and welcoming personality. It shows a smiling face, and was designed to capture the feeling of new TMB members and represent their satisfaction with the new banking experience. This was supported by the positioning line “We put you first”, which recognises the original Teachers Credit Union philosophy – created by teachers for teachers.