First National launches new brand identity via Whippet

Melbourne independent creative agency Whippet has revealed a new visual identity for First National, marking the first major rebrand for the network in over a decade.

Over 12 months in the making, the centrepiece of the new look is a subtle roof form embedded in the logo, a clever visual nod to property, home and the communities at the core of First National.

Mark Jansen, First National’s Marketing & Communications Director said the evolution was driven from the ground up: “When Whippet conducted in-depth interviews with our 210-plus members, it was clear they all wanted the brand to evolve.  This is a stronger, more cohesive identity that gives our network of offices something to rally behind, and a refreshed brand that our customers will recognise and trust.”

Says Steve Stoner, Founder, Whippet: “This project challenged the agency to balance heritage with ambition. First National has deep roots in communities across the country, and we didn’t want to lose that. But the brand needed to speak with more confidence and clarity. From the rooftop shape to the broader design system, every element of this rebrand is inspired by the places people call home and we’re genuinely proud to see this work finally come to life.”

The new brand was unveiled live onstage at First National’s annual convention, with the rollout across all physical and digital assets now underway.

Client: First National Group
Chief Executive: David Edwards
Communication & Marketing Director: Mark Jansen
Senior Marketing and Growth Lead: Damian Lucas
Marketing Project Manager: Erin Halliday

Agency: Whippet
Associate Creative Director: Matt Coghlan
Senior Designer: Ellen Hatton
Head of Copy: Flavia Mazdon
Senior Account Director: Sam Douglas
Customer & Strategy Director: Adam Rafferty
Artwork & Production Manager: Andrea Baxter
Senior Creative Artworker: Vivian Brewer