Client
NAB
Industry
Financial Services
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.
BetterFuture Melbourne Design Awards (2014): Gold – NAB Spring Mortgages Campaign, Gold – NAB SmartATM Illustration, Gold – NAB Asset Management, Silver – NAB Academy. BetterFuture Melbourne Design Awards (2015): Silver – Graphic Design – Identity and Branding – Finance. BetterFuture Melbourne Design Awards (2016): Gold – Graphic Design – Identity and Branding – Finance. BetterFuture Melbourne Design Awards (2018): Silver – Graphic Design – Identity and Branding – Finance. Australian Good Design Awards (2022): Gold – Service – Commercial Services. BetterFuture Melbourne Design Awards (2022): Silver – Graphic Design – Identity and Branding – Finance. BetterFuture Melbourne Design Awards (2023): Gold – Graphic Design – Publication. Australian Good Design Awards (2023): Award Winner – Communication – Branding and Identity. Transform Awards ANZ (2023): Silver – Best Brand Evolution – Consumer, Bronze – Best Visual Identity in the Financial Services Sector, Bronze – Best Use of a Visual Property. BetterFuture Australian Design Awards (2024): Gold – Graphic Design – Identity and Branding – Finance. BetterFuture Australian Design Awards (2023): Silver – Graphic Design – Publication. BetterFuture WILD Design Awards (2024): Gold – Graphic Design – Identity and Branding – Finance. REBRAND™ Awards (2024): Distinction.











