86 400

At the time of its launch, 86 400 (Eighty Six Four Hundred) was Australia’s first mobile-only bank. The name represents the number of seconds in each day - the number of seconds the bank devotes to their customers. The brand idea of ‘Value Every Second’ inspired Hulsbosch to design a highly adaptable identity based on the idea of a digital clock. And I was tasked with creating a tone of voice solution that reflected this idea.

I structured the verbal identity around the concept of ‘Value Every Word’, with principles that enabled a direct, confident, and engaging voice. By avoiding the typical superfluous language and patronising platitudes associated with bank advertising, these principles allowed the bank to stand out in a crowded environment.