In late 2022, NAB evolved its brand identity to strengthen its positioning as the experts in money – and the bank that really gets Australians. Our approach represents contemporary best practice in evidence-based brand identity design. This project was the 3rd time that Principals has evolved the NAB brand over our 18-year partnership.

As the largest organisation in Australia, NSW Government manages a range of services and responsibilities across the state. A holistic identity system was designed to reduce complexity and drive equity across Government communications. The outcome is a simpler, more flexible and accessible approach that meets the needs of every citizen.