NAB wanted to use emojis in-app to boost engagement. But they didn’t want to lose their brand voice. And with digital interactions dominating the branding world, it was time for a smarter, more intentional approach. Enter: emojis.

Emojis aren’t just a decoration. They have a job to do. And now, they’re making banking at NAB feel warmer, clearer and more human. Softening transactional messages, adding personality and making interactions intuitive for every customer. From Boomers to Zoomers.

Australia is home to various member organisations for engineers, but only one can claim the title of national body. Engineers Australia (EA) sits at this peak – supporting over 115,000 members and partnering with business, government, and advocacy representatives. They’re also the sole pathway for immigrating engineers – a major responsibility. But for an organisation that positioned themselves as the voice of their members, their own voice was alienating, telling a different story.

We started by reframing EA’s story, positioning them as proud advocates of problem-solvers rather than just industry gatekeepers. From there, we developed a brand voice – ambitious, supportive and audience-first. The new voice shifted the focus away from EA, breaking old habits of the brand talking too much about themselves, and instead engaging engineers in a clear, considered way. EA now stands alongside their members rather than above them.