Project Overview
The objective of the campaign was to create awareness and drive sales of the
NAB Traveller Card. The campaign idea of “Pay like a local” was developed by Clemenger BBDO Melbourne, and we were asked to help visualize this concept and make the most of NAB’s flexible brand identity to create something that would generate interest and really cut through in a cluttered market
Project Commissioner
Project Creator
Team
Melissa Dale - Group Account Director; Aimee Crowley - Account Manager; Simon Wright - Creative Director; Emil Makkar - Designer
Project Brief
NAB were looking for a unique design solution for this great campaign idea around “Pay like a local”. We needed to showcase the product, but also create some desirability without resorting to cliché travel imagery.
Project Need
NAB has a bold, fresh, confident brand identity that has a number of flexible elements within it to allow for different campaign needs. Using the flexible typography system, we created a unique iconic font to depict two key overseas travel destinations. The icons picked up on local cultural themes aimed at reminding people what they can “pay for like a local” with their NAB Traveller card.
Design Challenge
The challenge within this category is not to fall into the trap of using cliché imagery, so even though some of the elements are recognizable, we’ve presented them in a different way to grab people’s attention and show the breadth of things you spend your money on when you’re travelling.
Sustainability
In 2010 NAB became the first bank in Australia to achieve carbon neutrality. Since then they have set themselves challenging targets to achieve and maintain as part of a much wider environmental agenda. In 2011 United National Association of Aust World Environment Day Awards for Sustainability Leadership (Large Organisation). NAB’s commitment to the environment and sustainability can be found online at:
http://www.nab.com.au/wps/wcm/connect/nab/nab/home/About_Us/7/5/
Graphic Design - Illustration and Type
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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