The NAB Private Wealth identity was not cutting through the premium brand clutter and wasn’t appealing to the new wealth market. Our challenge was create an identity that was more relevant to the target market, and aligned to the NAB core brand.
NAB Private Wealth clients are successful people looking to align themselves to brands of similar values. They are looking for a relationship beyond banking.
We created a new brand identity based on the idea of “an exclusive network of connections”. Using exquisite photography combined with clever language, we created a powerful identity with a confident tone suggesting that NAB Private Wealth is more than just a bank.
The new identity received a best of award in the global ReBrand 2012 awards.