Sleek and simple brand transformation for NAB’s wholesale lender

Part of NAB, Advantedge is a wholesale loan servicer and a major participant in the Australian mortgage market with over $138 billion of loans under management or administration.

In late 2011, Icon.Inc was appointed to lead a brand transformation of Advantedge’s consumer lending business PLAN Lending.

Using our bespoke Brand Transformation Methodology, Icon conducted a comprehensive brand audit followed by structured stakeholder engagement and facilitated workshops. An iterative brand building process resulted in an entirely new positioning and set of brand values, key messages and tagline. The print redesign reflects the essence of the new messages around simplicity, where the typographic difference and colour combinations are the sole key visual features.

During a recent road show the client reported a 30% lift in loan writing, part of which she attributed to the clear, strong brand messaging and associated brand communications and collateral developed by Icon.