jnr. Wins Hume Bank, Launches 'The Power of Us' Brand Platform

Hume Bank has appointed trans-Tasman creative agency jnr. to lead all things brand, strategy and creative in Australia and have launched a new brand platform -- 'The Power of Us'.

Hume Bank is a customer-owned bank with over 70 years of community-based service in regional Australia and has undergone a significant transformation over the last five years. The business is now entering a bold new phase, repositioning from traditional customer-owned banking, into a shared value business model and has tasked jnr. to help supercharge their brand.

Hume Bank head of brand, Justin Wheatley, said, “Hume Bank is entering an important new chapter, and ‘The Power of Us’ reflects our ambition to grow while staying true to our customer-owned roots. Partnering with jnr. gives us the strategic and creative firepower to articulate our shared value model in a way that’s modern, distinctive, and meaningful for our communities.”

jnr. managing director and founder, John Marshall said, “The jnr. team has extensive experience in the financial services category, so to be able to partner with an organisation, such as Hume Bank is pretty exciting.

"The organisation has bold ambitions, which is what we love in a client partner, and the ‘The Power of Us’ platform is the first step in the new direction for the bank."

jnr. executive creative director and partner Jenny Mak added, “’The Power of Us’ is a platform built around what makes Hume Bank genuinely different -- the strength of collective progress and shared value. From the hero film, directed by Patrick Fileti, through to the new visual system rolling out across OOH, social, and digital, the work is designed to feel human, optimistic, and proudly community-led.

"It feels like the start of something we’re building together -- and it’s great to be doing it with such an incredible client partner and team.”