NAB
SHINES

Built from NAB's broader brand campaign where the seven points of the NAB star represented different stages of a customer's journey. NAB Shines was the first major step into large-scale personalised design using proprietary generative imagery.

The original framework covered seven scenarios. This needed to expand to reflect the full range of real life.

Over six months, the campaign generated hundreds of key visuals and thousands of deliverables. My role was to unify the moving parts into a visual system that could scale without losing coherence.

The key visual was structured as a modular two-part system – a background stage and a separate iconography layer – which enabled a data-driven workflow controlled by a master spreadsheet. Headlines, specs, backgrounds and imagery could all vary; the system held them together. Working closely with the Art Director and Copywriter, I designed Figma template frameworks and file structures that kept the work organised and inheritable across teams.

A campaign that delivered personalised experiences at scale shifting production away from repetitive manual tasks and toward the craft and nuance that makes the work actually land.