NAB wanted to demonstrate that it had changed its culture and become more customer responsive. It wanted to stand out in a positive manner in a crowded and somewhat skeptical market. It also needed to differentiate itself from the three other ‘red and white’ banks.
The insight
Use the language of the people to create real presence. Customers, employees and journalists had always called the National Australia Bank 'the nab'.
The solution
The new brand was launched at the 2005 Commonwealth Games in Melbourne and we rebranded 55 stores in 6 weeks. The brand identity was the national winner of the Australian Marketing Institute's Brand Revitalisation Award in 2007. In 2010, we continue to evolve the brand creating an experience that covers design, language, environments, recruitment advertising, digital and social media applications.
