Description:

Kiwibank repositioned itself through a brand-led transformation with the refreshed identity inspired by the Harakeke plant - the Te Ao Māori metaphor of a thriving community which informed the environmental direction for the branch redesign. The physical presence needed to chal effectively communicate the new brand strategy of "enabling Kiwi to thrive”.
The design challenge was to create a customer-centric open plan bank branch layout that prioritises three key modes. 1. Self-serve, customer driven, and staff assisted transitioning customers to digital self-serve. 2.Human assisted advice, the future focus of branch. 3. Staff workspace, staff utilise public facing functional workspaces and meeting rooms to conduct daily tasks, bringing an end to the traditional back-office model. Branches to provide utility for staff to operate during customer facing open hours and then work from front office branch to undertake other tasks and activities across other channels when open to customers as when closed to customers.
The strategy was to be bold in its approach to the modern-day branch. Traditional staff patterns and real-estate utilisation will be challenged, stretched, and reframed to refresh, excite, and meet Kiwibank’s brand commitments. The space should accommodate intimate settings that facilitate meaningful conversations through human connection enabled by technology.
The creative process required a collaborative effort among various design houses with multiple design disciplines, including graphic, digital, spatial, industrial, architectural as well as, cultural advisors, artists, technology, and brand strategies, Together, we designed a range of business modules, from ATMs lobbies, shared spaces, advisory and transactional branches of different size located throughout Aotearoa. This interdisciplinary approach ensured a comprehensive and well-rounded design that aligned with the brand's vision and goals.
The objective was to reposition the bank to attract and retain a new progressive type of customer, while spearheading a transformation across culture, product, and technology. The space is light and bright with a minimal aesthetic. The brands bespoke tohu are represented throughout with patterned finishes on the exterior and in the lobby, illuminated framing of the ATM's, a bold two-tone seating system that wraps and folds throughout, juxtaposition of harekeke forms to house digital screens and an architectural scale animated digital wall used to convey a sense growth. Bold wall graphics and clever use of overhead lighting are softened with the use of harakeke beds housed in natural timber. This combination creates an inviting and visually appealing environment for Kiwibank representing their values and objectives.