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  • NAF (Norwegian Automobile Association) is a memebership organisation focussed on managing the needs of Norwegian motorists. With new goals for increasing memebrship they appointed Mission to undertake a repositioning programme.-Our research revealed various challenges. NAF members expected more for their membership, the brand needed to align itself towards families instead of primarily male drivers and they needed to improve their overall communication by being clearer and more engaging. -We concluded that NAF’s position had evolved beyond breakdown assistance and should reflect the bigger concept of Mobility. To convey this we revised NAF’s brand heirarchy focussing on services. We also improved the visual identity and tone-of-voice to provide a more tangible impres-sion of NAF's service.-All aspects of NAF’s communication have been redesigned. Mission is currently implementing a new retail concept based on Mobility to provide customers with more insight and contact with the NAF brand.