How IntelligenceBank helps NAB bring its brand to life
NAB, one of Australia’s largest banks, has a dynamic and complex brand. NAB’s Brand team supports its master brand, a portfolio of sub-brands and an international network.
To ensure all creative adhered to brand guidelines, NAB needed an online solution to manage operational processes.
Digitizing NAB’s brand guidelines
Automating logo requests
Storing & sharing brand files
Onboarding agency & employees
Before using IntelligenceBank’s online brand portal software, the NAB brand team managed thousands of pages of its brand guidelines in a PDF document, which meant revising, maintaining and distributing them was a herculean task. Based on research NAB commissioned, both their primary audience group (creative designers) and secondary group (marketers) wanted the same thing—the key brand details they needed in one view.
NAB didn’t want to trawl through pages of guidelines that put the onus on the designer to cross-reference and try work out what the brand wanted. The first implementation of the NAB Brand Hubs was an online version of its existing brand guidelines. By using several of IntelligenceBank’s customization features such as custom pages and custom navigation, the first version of NAB Brand Hub helped to bring the brand to life and made it easy to access specific pages on demand. After working with NAB for over five years, IntelligenceBank saw that NAB’s requirements for their Brand Hub continued to change and evolve — especially as the business and brand strategies evolved.
The evolution of BrandHub
How we delivered NAB BrandHub
As a result of NAB and IntelligenceBank’s close working relationship, a new approach to BrandHub was created to ensure the new guidelines strategy and technology were aligned.
“Just tell them (IntelligenceBank) what you want to achieve—not how. Their job is to work that out, that’s what they do—and they’ve done that for us consistently over the last 5 years. And if a feature isn’t available immediately, customer ideas always make it on their roadmap.”
– Samir Elbelli, Brand Consultant at NAB
What really satisfies NAB about its IntelligenceBank Brand Hub is IntelligenceBank’s ease of use and flexibility.