AMP Bank
Client
AMP Super - AMP Bank GO
Service
Corporate branding systems
AMP Limited, originally the Australian Mutual Provident Society, is one of Australia’s leading financial services companies with a 175-year history. Founded in 1849 as a life insurance provider, AMP now supports over one million customers across Australia and New Zealand with banking, investments, and retirement planning.
AMP Bank
Challenge
Evolve and elevate the AMP brand across multiple channels while maintaining strong visual consistency. The challenge was to balance creativity with brand discipline—delivering work that felt contemporary and distinctive while staying aligned with established guidelines.
Work spanned both B2B and B2C communications, from corporate collateral to national out-of-home (OOH) campaigns. The focus was on translating brand strategy into clear, engaging visual communication.
Solution
Using the existing logo and brand guidelines as a foundation, I developed a flexible design system that supported a wide range of print and digital outputs. This allowed campaigns to be rolled out consistently across channels while maintaining a cohesive brand presence.
100 Years of Partnership