Grow the member-based wing of the NRMA in an increasingly competitive environment and build employee pride following the spin-off of the NRMA insurance business.
The insight
NRMA is much loved with a strong membership ethos and heritage of helping the people of NSW.
The solution
A new brand essence 'hands on help' which informs all of NRMA's work. A modernised visual identity including a new livery design for patrol vehicles and extensive new guidelines. We designed an internal brand event and an internal communications strategy, created new sub-brands (Safer Driving and MotorService) and branded their expanding travel services offer.
