'It pays to belong'. Putting members first with NRMA
MYNRMA
Services
Brand Identity,
Brand Positioning,
Brand Strategy,
Brand Architecture
THE BRIEF
NRMA Group is Australia’s leading ‘voice’ of the motorist – and we’re proud to have been their brand strategy and design agency for more than 7 years. Over that time, we’ve developed the Masterbrand strategy and design systems, as well as ongoing value propositions, maintaining the brand portfolio strategy and branding new products and services.
As a mutual company, the true heart of the NRMA is its 2.8 million members (Australia's largest member-owned organisation) . However, the landscape of motoring is changing rapidly – which meant the NRMA’s member proposition had to evolve too. With advancements in mobility, vehicle reliability & technology and a shift to EV, the NRMA was ready to adapt and reposition in order to remain relevant and valuable.
Our job was to unpack what it meant to belong to NRMA (a richer offering beyond Roadside Assistance and discounts) and elevate membership to become the core brand proposition itself.
As a mutual company, the true heart of the NRMA is its 2.8 million members (Australia's largest member-owned organisation) . However, the landscape of motoring is changing rapidly – which meant the NRMA’s member proposition had to evolve too. With advancements in mobility, vehicle reliability & technology and a shift to EV, the NRMA was ready to adapt and reposition in order to remain relevant and valuable.
Our job was to unpack what it meant to belong to NRMA (a richer offering beyond Roadside Assistance and discounts) and elevate membership to become the core brand proposition itself.
NRMA Roadside Assistance is Australia’s leading ‘voice’ of the motorist – and we’re proud to have been their brand strategy and design agency for more than 7 years.
THE SOLUTION
When it comes to brands with a distinct heritage, inspiration can often be uncovered by exploring the past. In the case of NRMA, we identified ‘It Pays To Belong’ – an anchor promise that has been used at various times in the past.
We collaborated with the senior client team to see if this promise could still work across the diverse pillars that make up the business today – and have the strength to carry a newly-developed membership product into tomorrow.
The reinvigorated MyNRMA experience would reward members with thousands of partner benefits and exclusive perks, while helping them explore the best of what Australia has to offer – and connect them to communities across the country to get involved and make a positive difference. It inspired people to do more, see more and experience more. And ultimately, drive home that the NRMA is always worth being part of.
In line with the new membership story, we also developed the identity and design system to bring the platform to life – including a revamped MyNRMA app. The visual identity conveys a sense of movement, freedom, and human warmth, with the design elements all being digital first, bold and scalable.
We collaborated with the senior client team to see if this promise could still work across the diverse pillars that make up the business today – and have the strength to carry a newly-developed membership product into tomorrow.
The reinvigorated MyNRMA experience would reward members with thousands of partner benefits and exclusive perks, while helping them explore the best of what Australia has to offer – and connect them to communities across the country to get involved and make a positive difference. It inspired people to do more, see more and experience more. And ultimately, drive home that the NRMA is always worth being part of.
In line with the new membership story, we also developed the identity and design system to bring the platform to life – including a revamped MyNRMA app. The visual identity conveys a sense of movement, freedom, and human warmth, with the design elements all being digital first, bold and scalable.
THE RESULT
Since MyNRMA was reinvigorated and reintroduced to members, there have been some exciting shifts in how they engage with the platform. This included a 43% increase in unique in-app visits within the first month of launch – and a 47% increase in time spent in the app during the same month. NRMA saw a 33% increase in app downloads during this time, as more people engaged with the platform. Collectively, this engagement led to a 7% increase in brand awareness during the launch month.
These results show that members still feel that it pays to belong to MyNRMA – and the energy, freedom and warmth of the refreshed brand makes for a truly rewarding experience.
THE RESULT
+47%
Increase in app sessions during launch month
+43%
Increase in unique visits in-app during the first month of launch
+7%
Increase in brand awareness during launch month
Services
Brand Identity,
Brand Positioning,
Brand Strategy,
Brand Architecture
The identity conveys a sense of movement, freedom, and human warmth, with the design elements all being digital first, bold and scalable.
It inspired people to do more, see more and experience more. And ultimately, drive home that the NRMA is always worth being part of.
Relevant Projects
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Check out our reconciliation action plan