Branding agency Principals has helped NAB launch its new Sydney branch, NAB on George, designed to deliver a new banking experience that demonstrates the business is about more than money.

In addition to providing every day banking services, the branch at 333 George Street will host events and offer networking opportunities for small-to-medium-sized businesses as it forges closer relationships between its customers and banking staff, and moves beyond business as usual.

NAB tasked Principals with designing hoarding for the branch in the lead-up to its opening, as well as internal signage. Digital in-store panels and an ‘Explore’ zone communicate the points of difference of the branch.

The work is part of the broader brand identity transformation of the major bank, which began mid 2015. From an early stage of the project, Principals has played a significant role working with NAB to evolve its visual identity.

Principals’ Simon Wright said: “It’s exciting to see our brand identity work come to life at the George Street branch. This brand experience truly demonstrates the meaningful change NAB has gone through.”