AMP Bank GO: designed from the ground up to be genuinely simple, secure and customer-led.
Case study 01 · AMP Bank GO · 2024–25
175 years of history, a brand-new mobile-first bank built on Starling Bank's platform, and twelve months to launch. Challenger energy from a legacy institution.
AMP had been a fixture of Australian financial services for 175 years. The ambition behind AMP Bank GO was to build something that felt nothing like it: a digital, mobile-first bank designed from the ground up to be genuinely simple, secure and customer-led.
I was the first marketing hire on the project, brought in while consultants were still shaping the product. Working from near-scratch meant every foundation, from who the bank was for to how it spoke, still had to be built.
AMP Bank GO: designed from the ground up to be genuinely simple, secure and customer-led.
Led audience strategy for personal and small business customers, running consumer research and focus groups to develop the CVPs for each segment.
Authored the brand strategy and tone of voice guidelines that defined how the new bank showed up: fresher, more direct and more human than AMP had traditionally been.
Helped craft Australia’s first numberless debit Mastercard, from product strategy to card design, then wrote key launch copy, designed the card carriers, edited the internal launch hype reel and art directed early social content.
The hands-on side was just as involved as the strategy. The CEO's first official purchase with the new card, an idea I art directed for social, became one of the bank's top-performing assets at launch.
I also worked with the incoming social agency to deliver the bank's first small business acquisition campaign, which exceeded its sign-up target ahead of schedule.
Strategy authored, foundations built, launch delivered: nothing lost in the handoff, because there wasn't one.