Helping NAB's brands stand out, and stick together

The National Australia Bank (NAB) is of course one of Australia’s ‘Big Four’ banks. But its parent, NAB Group, holds within it a number of brands — including NAB, UBank, MLC, JBWere, and NAB Private Wealth.

While at Sydney agency, XXVI, I developed the brand voice for all these brands — rolling out verbal identities across the gamut of media, in ways that ensure each brand stands out against its competitors, while remaining true to the values of NAB.

This is one of my favorite pieces of work from that period — a tactical outdoor campaign for NAB, encouraging people to ‘get their ducks in a row’ at tax time. The campaign won a DRIVENxDESIGN Award for Best Print Advertising.