Victorian Teachers Mutual Bank (VTMB) was faced with two key challenges:

  • Brand confusion between Victoria Teachers Mutual Bank and Teachers Mutual Bank.
  • Growth was slowing due to a narrow depth of audience.


To address the two key challenges we needed to build a more distinct, unique brand identity whilst also appealing to a broader audience. Through a strategic process we identified that the bank’s values would not only appeal to its current audience of teachers, it would relate to anyone working in the business of care, including nurses and allied health workers.