18-24 year olds want to be good with money. But schools don’t teach it, families don’t discuss it, and banks…well, talk like banks. This was an opportunity to completely change how ASB connects with a generation who are less and less interested in what banks have to say. A new look and feel, tone of voice, and evolution of ASB’s brand positioning for a younger generation, transformed how the bank showed up in market, helping young people level up their money game and live the life they want.