Project Overview
With a new brand promise and position in the market, NAB’s focus was on engaging their people and educating them – so they could continue to champion the NAB brand every day.
Project Commissioner
Project Creator
Team
Simon Wright - Executive Creative Director
Yolanda Koning - Designer
David Cunningham - Finished Artist
Vanessa Meaker - Production Manager
Min Shim - Designer
Cam Gilmour - Writer
Aimee Crowley - Account Director
Donna Reynolds - Senior Account Manager
Melissa Dale - General Manager, Melbourne
Project Brief
Our brief was to create a NAB branded notebook that workshop attendees could take away as a reminder of the brand strategy and identity tools.
Beyond its basic functionality as a notebook, it needed to deliver in two key areas. Firstly, the notebook needed to showcase how the NAB brand had evolved into a braver, more energetic and more customer-focused identity. Secondly, it was to act as a quick reference guide – helping their people successfully implement on-brand communications.
Project Need
Every member of the brand and marketing team is responsible for championing the brand on a daily basis. The NAB notebook presented an opportunity to keep the brand top of mind, acting as a physical reference point that the team could carry with them every day.
User Experience
Building on the toolkit elements, we needed to communicate the braver, more authentic photography style, our more impactful and personable typefaces, and tone of voice. It was also important to reinforce the purpose and strategic foundations of the brand. The notebook needed to give people a clear understanding of what the brand positioning meant, how it translated into the brand toolkit, and why it was important for our customers and the business. Above all, we needed to find a way to showcase our identity in a way that reflected the customer-centric brand and business model.
Sustainability
Launched internally May 2017.
Marketing - Event Experience
This award celebrates creative and innovative design for a business event. Consideration given to originality, creativity; theming; audience connection and engagement and how the event created a seamless experience for the visitor and helped to reinforce the program's core message
More Details