The finance sector is constantly iterating to simplify and improve services that used to happen face to face. In recent years there’s 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.
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 dialled up and down for flexibility, while also expanding on ideas of illumination, hope, pathfinding.
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.
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, colour 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.