Evolving NAB’s brand identity system.

With competition strengthening, it was time for NAB to bring new energy and dynamism to their brand identity system.

Driven by research, strategy validation, competitor analysis and system auditing, together we charted a confident new way forward.

Focusing on the core brand codes, we leveraged all our best bits from before, as well as new elements that hero NAB’s unique and ownable star – allowing it to be used with more freedom and impact.

We simplified the system with tools that can be dialled up and down for flexibility, while also leveraging and expanding on ideas of illumination, hope and pathfinding.

NAB’s evolution has allowed for a seamless customer experience across all audiences and contexts of the masterbrand – cementing their status as the experts in money, and the bank that really gets Australians.