Six Black Pens have played a vital role in the launch of Nab Private Wealth’s new business and brand, across print, digital, social and internal channels.
The Six Black Pens strategy team conducted extensive market mapping, stakeholder interviews and white space analysis to develop a clear proposition that placed the client right at the centre of the offering, all balanced by NAB’s integrated support.
Understanding the key drivers for this audience was crucial. Six Black Pens developed a new tone of voice and a central narrative that aims to be distinct in the market and show NAB’s understanding of the diversity of its clients and their multifaceted lives – and their sense of purpose.
Six Black Pens ultimately developed the new visual direction and launch campaign.
Elly Bloom, executive, NAB business & private bank marketing: “We wanted a business that would really reflect and support our clients’ forward-thinking, their clear sense of purpose and mission, and their desire for impact on the world around them.
“By bringing these different businesses and capabilities together, we’re able to give individuals, families and organisations something completely different. And it’s important to have a brand identity that reflects that too.”
Cameron Bryant, manager, marketing at NAB Private Wealth, said: “Our aim is to be the No.1 private wealth proposition in Australia.
“So launching a new promise to clients and a new brand identity was integral to that process.”
Kimberley Gaskin, director at Six Black Pens, said: “The key challenge was synthesising such a broad range of solutions, capabilities and services in a way that the client remained front and centre.
“That’s why we ended up in a territory that was all about ‘United around you’.”
Oli Vickery, director, Six Black Pens: “The creative platform heroes bold type, combining editorial-style photography with textured patterns to create something really fresh.
“We also used the new client narrative, “We’re for Australia’s forward thinkers,” in myriad ways to build a layered story across a range of channels, that speaks to what NAB offers and how the NAB businesses work together.
“We paired this with a core story about NAB Private Wealth’s support, “United around you.”
The new offering and the visual identity will be launched to the market via a national campaign on September 1, 2021.
