Creating the Kiwi challenger brand


Due to the decline of its traditional postal market, New Zealand Post need to diversify its offering to maintain its growth. With its vast network and existing offering, banking was chosen. However, in a crowded, highly competitive market, a strong brand was needed to attract customers away from their existing banking relationships something which is often very hard to do due to strong customer inertia.

New Zealand Post approached designworks to create the 'Kiwibank' brand and personality. Now, only a few years down the track, Kiwibank has achieved profitability and is proving to be the 'one to watch' in the banking sector.

Deliverables: Brand strategy, identity and visual signature design