REDEFINING WHAT IT MEANS TO BE KIWI
Kiwibank presented a rare challenge: a brand so many New Zealanders loved but had such low consideration for. This was driven by a lack of relevancy, expertise and an old-school Kiwiana perception.
Our approach started with a total relook at all aspects of the visual identity and consumer touchpoints, right down to how people perceived the name itself. Kiwibank has Kiwi at the heart of it but that means different things to every single New Zealander and, unfortunately, a more nostalgic view of Kiwi was tainting the brand. We saw an opportunity to set out what Kiwi means in 2022, a fresh vision of how well Kiwi are doing domestically and internationally, to reflect just how modern Kiwibank is.
‘This is Kiwi’ reframes what it means to be Kiwi today – therefore reframing Kiwibank – by celebrating modern-day Kiwi values that represent a more progressive, game-changing and diverse Aotearoa.
This new brand platform has influenced our whole approach – new identity, new communications platform, brand campaign and an innovative home loans product. It will position Kiwibank as a more credible, modern and innovative banking partner for New Zealanders.
Evolving the Kiwibank identity from their heritage green to black signals a change to a more modern bank that is proud to own our national colour. The identity was inspired by the concept of a thriving Aotearoa and was designed around the Te Ao Māori metaphor for a thriving whānau and community, symbolised in pā harakeke.
In the first instance, the brand campaign reflects this ambition by featuring future-focused and ambitious Kiwi who are making impact both locally and abroad – Allbirds, Dawn Aerospace, UBCO, Banqer, Emirates Team New Zealand and pop-duo Broods.
Then to demonstrate our commitment to helping Kiwi thrive, we helped Kiwibank develop a new home loan product ‘Co-own’ to help more Kiwi get on the property ladder. Co-own is an alternate home loan option that lets you team up with friends and whānau to buy property together.
We have also re-developed Kiwibank’s everyday banking comms that brings to life our brand promise of helping make Kiwi better off and provides better value to customers.