86 400 (Eighty six four hundred) is Australia’s first mobile-only bank. The name represents the number of seconds in each day - the number of seconds the bank devotes to working for their customers. The brand idea of ‘Value Every Second’ inspired Hulsbosch to design a highly adaptable identity based on the idea of time. But the brand also required a tone of voice solution that reflected this idea.
Structured around the idea of ‘Value Every Word’, I created a succinct tone of voice that set out the principles for a direct, confident, and engaging language structure. Avoiding superfluous banking language and patronising platitudes, the principles allows the bank to make its mark in a crowded banking environment.