Enterprise Rebrand
Country Base: Australia
Industry/Sector/Keywords: Financial Services, Banking, Wealth Management, Investments

Below: Before and After Images in Slide Show, Video, Summary, Credits

Summary
Industry Setting

The finance sector is constantly iterating to simplify and improve services that used to happen face-to-face. In recent years there has also been significant disruption to core financial products and services from global and local competitors.

NAB embarked on a journey to evolve its identity and strengthen its current brand positioning as the experts in money – and the bank that really gets Australians.

NAB’s personal bank set a goal of creating a much simpler and digital first proposition, while leveraging the expertise and technology of the BNZ and UBank brands to drive next-gen appeal and counter the neo banks.

Challenge

The challenge was to bring new energy, dynamism, and flexibility to NAB’s brand identity system – allowing for a seamless customer experience across all audiences and contexts.

Driven by research (both qualitative and quantitative), design thinking, strategy validation, competitor analysis and system auditing, we leveraged all our best bits from before, as well as new elements that hero NAB’s unique and ownable star – allowing it to be used with more freedom and impact.

We simplified the system with tools that can be dialed up and down for flexibility, while also expanding on ideas of illumination, hope, pathfinding.

Strategy

We assessed the identity system to identify opportunities to give NAB’s identity a distinctive edge, enhance its effectiveness across all touchpoints and applications, and align the refreshed strategy with more nuance around human character, expertise and emerging trends.

Result

Early data shows that we’ve improved the identity’s distinctiveness across all our brand codes.

There’s more recognition and preference for the evolved brandmark, color palette, typography, photography, illustration and patterns, supported by incorporating the hero star in subtle and overt ways alongside other brand codes.

Our evidence-driven evolution has been implemented right across the business.

Credits

Client: NAB – nab.com.au

NAB Instagram: instagramc.com/nab
NAB Linkedin: linkedin.com/company/nab

Brand Strategists/Designers: Principals – principals.com.au

Executive Creative Director: Simon Wright
Director, Principals AlphaLab: Aimee Coleman
Director Brand Language: Hamish Cargill
Planning Director, Principal: Wayde Bull
Director Service Design: Dan Bradley
Creative Director: Martin Hopkins
Design Director: Yolanda Koning
Account Director: Cera O’Grady
Senior Account Manager: Jemma Barry
Senior Account Manager: Ashley Ng
Design Director: Andrew Thompson
Senior Designer: Agus Wijaya
Motion Graphics Designer: Hayden Mathys
Head of Motion Graphics: Dean Varndell
Head of Production: David Cunningham
Designer: Matt James
Writer: Niamh Slevin
Senior Writer: Alex Moore
Creative Artworker: Ben Williams
Creative Artworker: Nathan Mcilvain
Director Insights: Mary Winter
Insights Consultant: Elmira Gaynullina