CommBank has recalibrated its Can platform for the post-Covid age - and changed its logo for the first time in nearly 30 years.

Its message is that Australia and Australians should not give up on their hopes and dreams because of Covid and underlines the Australian capacity to not only thrive, but to remain optimistic even when optimism is under threat. That ‘can do’ attitude is represented in the ‘Can Lives Here’ campaign by featuring real people and their stories from all corners of Australia.

To that end, the bank has spent significant resource in recent years overhauling its own capacity to better help customers in need.

Commonwealth Bank Chief Analytics Officer, Andrew McMullan, last month told Mi3 how its AI-driven customer engagement engine has underpinned major innovation that over the last 12 months has become more apparent.

McMullan said CommBank's ‘Benefits Finder’ feature has unlocked more than $150m of benefits targeted to those that qualify for them, while its new Bill Sense function helps customers manage payments – and will tell them if providers are charging over the odds. It’s also preparing to launch a new interest free credit card to customers for a flat monthly fee instead of charges.

McMullan credits CMO Monique Macleod as a driving the digital transformation programme “from the get go”.

For her part, Macleod says the bank’s transformation “acknowledges that we needed to take meaningful action to deliver change that put the needs of our customers front and centre.”

The brand refresh includes an update to the Commonwealth Bank corporate identity, its first since 1991. Macleod says making it “lighter and brighter and more dynamic” reflects “the work we’ve done to be better, the work we still have to do, and the brighter future we are committed to helping Australia achieve.”

M&C Saatchi and its design business Re Agency developed and delivered ‘Can Lives Here’ and the visual identity update.