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Working on behalf of Creative Activation, Charmaine formed part of the retail strategy development team which also included the parent company, Clemenger, The Retail Doctor, and design agencies Principals and Cube. Charmaine’s role was to guide development of key customer touchpoints for successful execution in a retail space.

This was NAB’s first foray into retail, so the dynamics were totally different to planning the opening of a traditional bank branch, and the retail design skill set did not exist within the NAB team. Charmaine focused on developing messaging elements that would work to attract customers’ attention, and ensuring that sufficient space was allocated to key categories in key locations within the retail space. She was then responsible for briefing the design agencies and actively participating in conference calls throughout the design phase and to completion.

NAB Shop Westfield Parramatta opened successfully in September 2008 and has been trading with its original design since then.