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 sceptical market. It also needed to differentiate itself from the three other ‘red and white’ banks.

Use the language of the people to create real presence. Customers, employees and journalists had
always called the National Australia
Bank ‘the nab’.

We developed a new brand identity built around ‘nab’ that makes the star contemporary and friendly. Did we get it right? Our peers say so. 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.