de Luxe were approached with the challenge of articulating and implementing a new approach to the Westpac Private Bank quarterly magazine ‘Insight’. The original magazine was researched badly and was not helping the reputation of the bank among its exclusive private banking clients.
With the credibility of the bank and the intelligence of their readers in mind, we designed a magazine that introduced a simple, logical structure. We separated genuine, exclusive editorial features and the bank’s product stories into a ‘church and state’ structure. This was a seismic shift in the way Westpac Private Bank approached their communications.
There is now genuine, independent editorial coverage of financial issues separated from a section that clearly speaks with the corporate voice of the bank. The result is a more credible, intelligent magazine that has genuine appeal for their well-heeled readers – the Westpac Private Bank customers.