ANZ Institutional Credentials

Icon.Inc has been providing content, copywriting and design services to ANZ since 2002. Building on our strategic communications and design work with ANZ Institutional Bank in Melbourne, the Asia team engaged Icon.Inc to assist with the planning, writing, design and production of a suite of new credentials collateral to support the bank’s expansion into Asia.

As one of the world’s leading banks, ANZ has very strict brand guidelines. The Asia Credentials project aimed to leverage work previously completed with Australian team whilst communicating a unique Asia-focussed proposition. New language, images and focus had to be applied. The centrepiece of the project – a 28-page A4 credentials document – also had to be applied across other presentation and communications materials including PowerPoint presentations and brochures.

Icon Director and lead ANZ writer Joanne Painter worked closely with the ANZ team to identify the strategic imperatives, new brand communication positioning and requirements of the document. A flatplan showing key messages was developed for discussions and circulation.

Next Icon developed entirely new content covering all aspects of the Institutional Business. This job was complicated by Icon’s separate work with ANZ Institutional Australia including production of new product and service collateral, brochures and presentations.