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home \ work \ print collateral \ Kiwibank brand
Q: How can you help us to compete with the ‘big four?’
Angle: become ‘banking heroes’
In 2004 Kiwibank needed to refine and extend its brand definition and associated visual identity so that it more effectively matched its strategic goals. Kiwibank needed to become a credible alternative to ‘the big four’ banks.
A new brand definition was created including a new brand essence ‘Banking Heroes’ which suggested bravery and courage, a leader in a quiet, compelling way; a local hero rather than a super hero.
Typography, colours, graphic elements, language and photography were all refreshed and revitalised. The green square became an integral element of the brand identity system playing an active role in communications. The everyday spirit communicated Kiwibank’s vision: ‘Straightforward banking for New Zealanders’.
Project completed with Maxim, Auckland.
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Kiwibank brand
Brands are living, evolving entities that sometimes need to be fine-tuned or updated for strategic reasons. After launching in 2002, Kiwibank neeed to add depth and variety to its identity in 2004, in order to compete effectively and become more credible... without changing the logo.
Straightforward banking for New Zealanders
This brand snapshot shows how the visual components combine to create a feeling of everyday New Zealand and a distinctive look for Kiwibank.
Kiwibank brand cubes
As part of the internal launch of the brand, a series of cubes displaying new photography and elements of the brand strategy were given to all staff. They were filled with green lollies too. Sweet!
Kiwibank photography reinterprets the green square
A green square was constantly reinterpreted photographically, to keep Kiwibank imagery fresh and ownable. A slice of New Zealand life came across effortlessly.
Kiwibank Kombi
This bright green Kombi van on Piha beach is the epitome of teamwork and Kiwi-ness.
Everyday green square
A selection of personal banking photography.
Personal banking literature
A5 brochures featured a simple square crop, clear titling and prominent logo.
Templated literature
With consistent templates, lower-tier literature is straightforward to design.
Credit card with a clear difference
The new brand rolled out across PostShops nationwide, influenced the design of the ATM and Kiwibank's suite of cards. This credit card is printed on clear plastic, with an unprinted square creating a point of difference.
A manual to set the standard
A comprehensive standards manual was shared by all Kiwibank's creative agencies to help maintain consistency.