New Zealand Financial Planning | Attraction Studio, brand, identity, marketing

03 338 3014

hello@attractionstudio.co.nz

2/18 Bernard Street,

Addington, Christchurch

New Zealand Financial Planning

The New Zealand Financial Planning rebrand was brought about because of succession planning due to the impending retirement of the majority of advisers. Concerned for maintaining the same level of care for existing clients, they are aware of the need to attract new advisers and clients.

Communications to the market didn’t align with who they really were, and wasn’t connecting with people.

Workshops (internal), market research and focus groups, client interviews, and competitor analysis revealed a set of mirrored values and ideas between the team and their audience. It was clear the rebrand was to be a shift from authoritarian to people centric.

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We assisted to form a purpose, vision, and company values to begin.

Purpose: “Empowering people to enjoy life through sustained financial wellbeing.”

A single organising idea is deeply rooted in NZFP. “Genuine personalised service. Delivering against a positive, people focused brand where we are defined by the benefits we bring, not simply the returns we make.”

The new tagline speaks to the idea of "we're with you”; a people focused statement emphasising a forward moving partnership.

We used “kiwi” to bring in a more humble, community driven element. Inclusivity - everyone in NZ is a kiwi, no matter what religion or race. “Wellbeing” was chosen because their planning is all about the client’s unique lifestyle.

The identity: Client outcome driven.

The logo: Multiple lines represent strands of unique needs and situations. NZFP approaches plans holistically, accounting for all areas of the clients’ needs and finances. The icon is made of two pathways coming together, developing clarity and movement forward. The full logo is in landscape format, continuing the direction of the arrowhead to further emphasise a clients' pathway. National 2 was selected for its humble, workmanlike character. The corners are rounded on both the icon and lettering to soften and present the company as approachable.

Colour: The two colours were chosen to bring optimism and life to stability and professionalism.

A clearly identifiable element to this brand is what we call “journey lines”. These represent the adviser support of each client’s unique journey to financial wellbeing.

Lifestyle images of everyday people from all walks of life are utilised. All imagery has a sense of warmth and calm positivity.

The tone of voice is relatable, speaking to kiwis as the advisers would in a warm, helpful conversation. There is a humbleness and simplicity which reflects the approachability and personable natures of the advisers.

Strategy, culture, brand and marketing teams are working together with New Zealand Financial Planning to apply the rebrand to their environment, culture and future.