National Australia Bank
Design of new logo, crafted typography and full brand identity toolkit.
An 18 month long project that encompassed the redesign of everything NAB: the logo, reimagining their iconic federation star, a more contemporary flexible typeface, broad bright colour palette, aspirational imagery across collateral: signage, brochures, invitation, guidelines, website, internal communications, posters, ads… (I feel tired just thinking about that period).
NAB wanted to demonstrate that it had changed its culture and become more customer focussed and that were actively “helping customers achieve their aspirations”. They needed to stand out in a positive manner and be differentiated from the three other big banks who at the time were still holding on to their institutional brands.
The rebrand project also included creating a premium look for NAB’s Private bank. A look and feel that played to the strengths and trust of NAB, yet positioned the Private bank in the high end banking space. Using the graphic language of premium brands, designed a pattern for the Private bank (based on the NAB star) which appears as a gloss varnish on matt black.