Project Overview
Essentially NAB's Asset Management arm had being operating under its own set of identity rules, detached from the NAB family visually and working in isolation to the parent brand.
The task for the rebrand was to inject a sense of ‘NABness‘ into the brand, making the link to the parent brand obvious, while also extending the brand to engage with a more complex audience and allow it to have its own unique sense of identity.
Project Commissioner
Project Creator
Team
Designer- Yolanda Koning; Artworker - Genine Hargreaves; Art buying - Vanessa Meaker; Executive Creative Director - Simon Wright; Account Director - Laura Fitzroy-Kelly; Account Manager - Aimee Crowley; Retouching - Steve Darsow; XXVI: Carrie Dennes – Writer
Project Brief
The brief for the rebrand itself was two fold. The first part was to align the NAB Asset Management division with the NAB brand, creating a link back to the bank's overall identity and look and feel. Beyond this there was a need to push the identity beyond the parent brand, adding a layer of sophistication to align itself to the audience’s more complex requirements, creating a unique look and feel for the brand. This new identity, while being very much a part of NAB, needed to be able to stand on its own two feet and target the high-end institutional sector.
Project Innovation/Need
A key insight for the development of the rebrand was that while the sector is usually very straight and serious, there was a real opportunity to add a sense of vibrancy. This is something that is missing from most competitors. The identity needed to be able to reflect the cutting edge expertise NAB Asset Management provide as well as the wealth of insights that they offer. Keeping in line with the core identity elements of the parent brand, the NAB Asset Management team needs to become more appealing and inspiring to a more complex and sophisticated industry.
Design Challenge
For NAB Asset Management the design challenge was all about balance, balancing the desire to bring the brand inline with the parent brand while still allowing it to have enough room to answer the needs of the sector. The solution needed to push the overall NAB brand into a more premium space, with an inspiring solution that matched up with the audience's advanced requirement from the brand.
Effectiveness
The rebrand of NAB Asset Management has created a boldness and sophistication that audiences were looking for. While bringing the Asset Management team into the NAB family visually, through introducing the core colour palette of black, white and red, a unique suite of communication materials were also developed for the team. Along with this a set of guiding principles were built, allowing future communications to be implemented easily across a variety of different channels.
Using black and white imagery (something that is unique within the NAB business) in conjunction with red infographics has created the sense of vibrancy needed to separate NAB Asset Management from its competitors, bringing to life the true value of insights and expertise that they offer.
Graphic Design - Identity and Branding
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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