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Judo Bank _ Brand Evolution
Brand Strategy / Advisory / Visual Identity
Brand Strategy / Advisory / Visual Identity
Brand Strategy / Advisory / Visual Identity
A bold brand for an SME Bank that’s boldly backing business.
A bold brand for an SME Bank that’s boldly backing business.
A bold brand for an SME Bank that’s boldly backing business.
Judo Bank is Australia’s only bank purpose-built for SMEs. As a challenger business preparing for its ASX listing, Judo required a strategic brand alignment to consolidate its positioning, messaging, and identity into a clear and compelling proposition that investors and customers could put their money behind. The result is a bold, insight-driven positioning that authentically reflects Judo Bank’s people, purpose, and vision.
Judo Bank is Australia’s only bank purpose-built for SMEs. As a challenger business preparing for its ASX listing, Judo required a strategic brand alignment to consolidate its positioning, messaging, and identity into a clear and compelling proposition that investors and customers could put their money behind. The result is a bold, insight-driven positioning that authentically reflects Judo Bank’s people, purpose, and vision.
Judo Bank is Australia’s only bank purpose-built for SMEs. As a challenger business preparing for its ASX listing, Judo required a strategic brand alignment to consolidate its positioning, messaging, and identity into a clear and compelling proposition that investors and customers could put their money behind. The result is a bold, insight-driven positioning that authentically reflects Judo Bank’s people, purpose, and vision.
Direction
‘Boldly backing business’ embodies the expertise of Judo Bank’s business bankers, who evaluate risk, ideas, and opportunity—not just bank balances or assets—to provide the backing SMEs need. This bold positioning required a distinct and progressive identity that could stand out in-market and across paid and owned channels. The aligned brand conveys trust and professionalism, underpinning Judo Bank’s reputation as a challenger-brand, while the visual identity, with its structured typographic system and vibrant, digital-first colour palette, communicates confidence and modernity.
‘Boldly backing business’ embodies the expertise of Judo Bank’s business bankers, who evaluate risk, ideas, and opportunity—not just bank balances or assets—to provide the backing SMEs need. This bold positioning required a distinct and progressive identity that could stand out in-market and across paid and owned channels. The aligned brand conveys trust and professionalism, underpinning Judo Bank’s reputation as a challenger-brand, while the visual identity, with its structured typographic system and vibrant, digital-first colour palette, communicates confidence and modernity.
‘Boldly backing business’ embodies the expertise of Judo Bank’s business bankers, who evaluate risk, ideas, and opportunity—not just bank balances or assets—to provide the backing SMEs need. This bold positioning required a distinct and progressive identity that could stand out in-market and across paid and owned channels. The aligned brand conveys trust and professionalism, underpinning Judo Bank’s reputation as a challenger-brand, while the visual identity, with its structured typographic system and vibrant, digital-first colour palette, communicates confidence and modernity.
“The partner-first approach is a breath of fresh air. Access to the right people, creating the right work – as and when you need it.”
Kevin Ramsdale _ Chief Marketing Officer – Judo Bank
Project Details
Client
Judo Bank
Project
Brand Alignment / Brand Evolution
Sectors
Finance + Lending + SME
Services
Brand Strategy / Advisory / Visual Identity
Collaborators
Jim Ritchie _ Strategy + Positioning Georgia Lowes _ Senior Design Thomas Francione _ Design Buffii Spence _ Design Laurel Davis _ Creative Director Tina Rodi _ Project Manager
©2025
©2025
©2025