NAB HomeSide Division
2008 REBRAND 100 Winners > merit
Industry: Financial Services - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - HomeSide is a division of nab (formally National Australia Bank) which offers home loan products to customers via the broker channel. Challenge - Prior to the rebrand, HomeSide was an unknown brand in the market. It didn’t stand out against its competitor brands nor amongst competitor collateral in broker offices. Strategy - Principals devised a strategy which used the iconic nab brand in conjunction with the HomeSide brand to act as a “big brand’ guarantor for the HomeSide product. A modern identity was created to link the HomeSide product with ‘homes’ using home-related imagery, together with brackets around headlines to contain and shelter the text, much like a home does for its occupants. Result - At the time of entry, the first pieces of collateral have just entered the market and the client feels the confident, clear tone and flexibility of the elements, as well as the connection to the nab brand, will help sell a safe and trustworthy brand to a skeptical market. Credits: Client: NAB HomeSide - www.nab.com.au Brand Strategists/Designers: Principals - www.principals.com.au Creative Director: Simon Wright Lead Designer: Nicola Bailey Account Manager:Maeva Freeman Account Director: Maeva Freeman Print Production: Dean Varndell Strategy:Tessa Shaw Client - Position/Name:Wendy Robertson [back] |
