A Brand Reimagined for a Thriving Aotearoa

Kiwibank, Aotearoa’s largest locally owned bank, set out to redefine what it means to be “Kiwi” — not as a nostalgic ideal, but as a living, evolving identity. While the brand was widely loved, perceptions of it had grown outdated. The challenge: to reposition Kiwibank for a new generation — relevant, credible, and confidently modern — while staying grounded in its local roots.
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A Platform for a Progressive Aotearoa
The refreshed brand platform, This is Kiwi, celebrates the ambition, diversity, and global success of modern Aotearoa. It reframes what it means to be Kiwi today — from start-ups to space-tech, pop artists to purpose-led innovators. This shift in narrative gave Kiwibank the opportunity to align its brand with the future-facing energy of the people it serves.
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Cultural Foundations, Designed for Growth
Special Aotea was privileged to collaborate with Kiwibank, Ira, and Thoughtful to ensure the brand was deeply rooted in Te Ao Māori. At the heart of the brand lies the metaphor of pā harakeke — the harakeke flax plant — symbolising a thriving whānau and community. The central rito (shoot) represents the next generation, supported and protected by the surrounding leaves of their whānau.

This became a foundational idea: a bank that nurtures growth, supports intergenerational wellbeing, and enables all New Zealanders to thrive.
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A Visual System of Connection and Purpose
From this kaupapa emerged a bold, digital-first identity. The harakeke form subtly wraps the wordmark, symbolising protection, care, and adaptability. The palette evolves from heritage green to deeper tones, paired with black — a nod to our national colour and a signal of modernity. Every detail, from the top-left fold to the bottom-right notch, reflects a careful blend of technology and culture.

A Tohu that Speak to Values
To deepen the cultural narrative, we helped develop three supporting tohu that align with the values of a thriving community:
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Kia Māia – Be Bold

Kia Mārama – Know How

Kia Manaaki – Show Heart

These tohu now appear across brand and customer touchpoints — from digital journeys to physical branches — ensuring the values underpinning the brand are present, visible, and lived.
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Beyond Design — A System of Support
The refreshed identity supports more than just storytelling — it underpins real outcomes. From launching Co-own, an innovative home ownership product, to celebrating Kiwi success through campaigns with Allbirds, Dawn Aerospace, UBCO and more — This is Kiwi has become both a brand and a belief system.
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An Expression of Aotearoa, for Aotearoa
Our contribution helped ensure the brand is not only future-ready, but culturally grounded. Kiwibank now stands proudly as a modern bank — one that supports people, reflects our unique identity, and helps all New Zealanders thrive.