NRMA Insurance
Since 1925 NRMA Insurance has been associated with ‘Help.’ As their centenary loomed, a new vision took shape: to reframe the organization not merely as an insurance provider that offers help, but as A Help Company—an entity whose fundamental identity is rooted in assistance.
Our mandate was to revitalize the NRMA Insurance brand while expanding its appeal to a younger demographic while honoring its nearly 100-year legacy of Help.
NRMA Insurance’s historic standard was optimised, ensuring clarity and recognition across all formats moving forward.
Superfluous stock photography was replaced with a suite of bespoke icons designed to aid navigation of the complex insurance ecosystem.
A bespoke typeface was developed in collaboration with type foundry Matter Of Sorts, with legibility as the guiding principle. It comprises both Display and Text variants, ensuring optimal accessibility for readers across each and every application.
Finally, a suite of shapes was introduced, guided by the heuristics of Help. These forms were employed to contain complex information across all of NRMA Insurance’s channels.
Completed at MAUD, alongside Jess Tainsh, Lily Hodgson, Tomas Sabbatucci and Gary Corr. Logo optimisation and typeface by Matter of Sorts. Iconography by Forma (ESP). Renders by Craft Shop (NZ).