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G&C Mutual Bank Case Study

The challenge

SGE Credit Union has been operating in NSW and Victoria since 1959 and has over 36,000 members. When the SGE Credit Union Board chose to take advantage of banking reform laws that allowed it to switch from a credit union to a bank, SGE needed to change its name and visual identity. The Board also recognised the rebrand as an opportunity to review and update its brand positioning and key messaging.

SGE chose a new name - G&C Mutual Bank - and then approached BrandMatters for assistance in building its brand positioning and key messaging, and developing a logo and visual identity for the new brand.

The process

BrandMatters commenced the project with comprehensive desk research and a series of depth interviews with senior executives. BrandMatters then engaged with a panel of SGE members to gain deep insights into the SGE brand.

The BrandMatters team used these insights to develop brand positioning options for the new G&C Mutual Bank brand. The options were workshopped with the SGE leadership team, and then refined and finalised. The brand positioning was used to develop a brand story, elevator pitch, key messaging and tagline for the new brand.

BrandMatters then developed three logo and look and feel options for G&C, reflecting the brand positioning. The chosen logo and look and feel was rolled out across a suite of collateral and launch materials including corporate stationery, newsletters, a brand video, eDMs, brochureware, info graphics, desktop wallpapers and screensavers and more.

A comprehensive set of brand guidelines were also created for use by employees and marketing suppliers.

The outcome

The new G&C Mutual Bank brand has been well-received by internal stakeholders and importantly, members, many of which had been with SGE Credit Union for a considerable period. It was launched to coincide with a move to state of the art facilities along with a number of new product initiatives.

BrandMatters continues to work with G&C Mutual Bank on selected marketing communications initiatives as required.


BrandMatters services used:


Stakeholder engagement
Desk research
Market research - qualitative & quantitive
Brand insights & recommendations
Workshop facilitation
Stakeholder depth interviews


Brand positioning & strategy
Brand story
tone of voice & key messaging
Brand logo & identity


Graphic design
Digital design
Brand guidelines
Marketing & communication - strategy

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