‘This is Kiwi’, is a bold new brand platform for Kiwibank, that aligns the brand with modern New Zealand values and infuses a progressive NZ mindset into every facet of the business.

20 years ago Kiwibank was a punchy challenger that was taking on the big four Australian owned banks and eventually becoming the fifth largest bank in New Zealand. Fast forward 20 years and growth had plateaued with a brand and business that had failed to evolve.

Not only did Kiwibank’s offering lack modern day appeal, the ‘Kiwi’ in their name came with old school Kiwiana baggage creating a disconnect with how New Zealanders were now identifying with themselves and their country.  To reposition Kiwibank from a small likeable challenger brand to a credible and relevant modern day bank we would need to redefine what being ‘Kiwi’ meant in a modern day environment.

The campaign went on to win a silver in Brand Design at the Best Awards, the Grand Effie, plus Financial Services Gold, Brand Revitalisation Gold, Insights & Strategic thinking Silver, and New Product/Service Silver for their Mortgage product Co-own.

Client: Kiwibank
Agency: Special NZ