Description:

Kiwibank is the largest New Zealand owned bank who are repositioning themselves to attract and retain a new
progressive type of customer. A brand-led transformation across culture, product, and technology.

The refreshed brand identity is inspired by the Harakeke plant - the Te Ao Māori metaphor of a thriving community. The centre shoots are the rito – the new, growing generation, our future with the surrounding outer leaves representing knowledge and wisdom - the nurturing parents and grandparents.

The design challenge was to powerfully and authentically express the new brand strategy through a fresh and contemporary transformation of the Kiwibank service experience.

The Kiwibank Service handbook looks to empower Kiwibank people with a set of service gestures that express the brand promise.

This included defining service proof points, then building these into a simple set of tangible service gestures and telling the story of what it means to deliver great Kiwibank service.

The handbook express the new brand identity, tonality through outlining each gesture through the brand illustration library created as part of the brand identity system.