Description:

The Reserve Bank of New Zealand Te Pūtea Matua asked us to help them better tell the story of who they are and what they stand for. A new approach was needed to speak to a wider audience and to embrace the why, not just the what and how. Along with a clear story, an enhanced visual toolbox would allow them to tell their story in a more engaging way.

Following a review of extensive stakeholder feedback, we facilitated a workshop that included wide internal representation. We found a purpose-led organisation with big ambitions and a driving desire to take New Zealand’s financial ecosystem to new levels.

With this insight, we worked collaboratively to create We Enable, an engaging brand narrative that pulls together their purpose, values and focus. The story found an instant connection with internal audiences, uniting them behind the common cause of enabling their stakeholders.

We Enable also became the inspiration for reviewing their visual language, starting with the introduction of engaging people photography of enabled Kiwis. While the core colours of red and black were retained, the overall palette was enhanced with the hues of our legal tender bank notes. A more ‘every day’ tone of voice was adopted and enhanced by the introduction of a simplified graphic treatment.

For the logo, the brief was to express the Reserve Bank’s core role. For some time, they’ve used Tāne Mahuta as a metaphor to explain their role as the kaitiaki (guardians) of New Zealand’s financial ecosystem, nurturing and protecting life under its canopy. With oversight and guidance from our cultural advisers, we developed a new logo that bought this metaphor alive.

The logo’s overarching canopy lets the sun in so life underneath can flourish and grow. The five upward lines represent the parts of monetary system, working together to advance New Zealand’s overall economic prosperity. The weave speaks of interdependence and collaboration, promoting an inclusive world where the past, present and future interweave to benefit current and future generations.

The logo feels human and contemporary and is inspired by Māoritanga. Very much like the Reserve Bank themselves.

For the Reserve Bank making big changes requires careful consideration and consultation. We worked closely with the client to develop a programme to research We Enable, the logo and the enhanced visual elements with a wide range of stakeholders. Feedback was incorporated to advance the work further.

Upon launch, the new story, visual assets and logo were warmly embraced by stakeholders. The positive response suggests that this work is helping to change perceptions, enabling the Reserve Bank to have new kinds of conversations with existing and new stakeholder.