[interview] the project story
Project Overview
With a changing social and economic landscape, and a renewed focus on winning by delivering great customer experiences, NAB saw an opportunity and need to refresh its story and its brand positioning.
Project Commissioner
Project Creator
Team
Simon Wright, Yolanda Koning, Agus Wijaya, Emil Makkar, Gabriel Mello, Andrew Thompson, Sam Baines, Jamie Cullen, Min Shim, David Cunningham
Aimee Crowley, Donna Reynolds, Emily Han, Kayleigh Owen, Melissa Dale
Project Brief
Our brief was to evolve the NAB brand identity in line with the new positioning, keeping the strong, bold positive elements such as colour and tone of voice, but make it feel warmer and more human.
Project Innovation/Need
In times of uncertainty, people are more likely to respond to human connection and emotional support. Customers don’t feel supported or recognised by banks who are seen as institutions in a world of automated services and processes. This is an opportunity to have a more human touch in an increasingly digitised world.
Design Challenge
Our job was to build on the strong, bold brand colours and unbanklike tone of voice, reinforce the bank’s strengths, and feel more human and personalised. We wanted to draw on NAB's strong relationships, and on their reputation of being a bank that’s always shown empathy and understanding.
We had to consider a system that would be flexible enough to allow different ideas for a range of audiences to come to life. We introduced a new impact typeface along with a handwritten font. The identity has a strong focus on photography and we've introduced different visual treatments to ensure the photography has a look that is unique to NAB. Importantly, we've implemented these changes while maintaining the strong tone of voice that the brand has been using for several years.
Effectiveness
underway
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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