When Kiwibank launched in 2002, it was seen as a local foil to the four large, Australian-owned trading banks. In the 20 years since, it has grown into one of the most loved, trusted and recognised brands in Aotearoa. That brand is a precious asset; as Kiwibank Chief Executive Steve Jurkovich says, “It lets people know who we are, what we stand for and what we care about.”
But a brand identity is never static. It needs to evolve to reflect the company’s future direction. With this in mind, the Kiwibank Brand & Marketing team, headed up by General Manager of Brand & Marketing Simon Hofmann, tackled the challenge of redefining the brand for a more ambitious future, and to reflect the overall transformation the bank is undertaking.
“We took a step back,” says Simon. “We asked ourselves: Where is the Kiwibank brand, what’s the business strategy, what’s the ambition for the bank, where
