Suncorp Bank Case study

Suncorp Bank was undergoing a brand refresh with a clear mission to strengthen its connection with customers in Queensland and beyond. With the tagline “A bank you can feel good about” and brand pillars built on relatability, simplicity, and optimism, the moment called for a sound identity that captured these values in a distinctly human way.

The ask was simple but ambitious. Create a sonic logo that embodied the sound of Queensland. The challenge was to ensure it reflected Suncorp Bank’s heritage while resonating authentically with everyday Australians.

We saw the opportunity to go further than a single logo. Our strategy was to build a full brand music track first, layering acoustic instruments, hand-played textures, and human voice to capture warmth and authenticity. This track became the anchor point for the sonic logo, ensuring consistency across every touchpoint while creating emotional continuity between music and mark.

The result was a versatile brand track and sonic logo that feel approachable, optimistic, and unmistakably Suncorp. Developed and refined in close collaboration with the client, the sound now extends seamlessly across the entire brand ecosystem.

Rolled out first across TVCs and radio, the sonic identity gave Suncorp Bank a recognisable audio signature that reached millions of Australians, strengthening brand recall and setting the foundation for future use across all customer touchpoints.