Delivering a promise for generations to come
The refreshed Public Trust identity reflects the brand's unique competitive advantage in today's fast-moving and often temporary financial services sector. It delivers a promise that only this brand can guarantee its customers ie: we'll be with you for generations to come.
The true value Public Trust offers is intergenerational asset management.
The aim in rebranding was to tell that legacy story and to grow the brand's relationships with more New Zealanders at more stages in their lives to let people know that Public Trust has breadth and does more than just wills.
We added a Pohutukawa seeding to the well-known red box logo as a literal expression of new growth. Designs for collateral play on the theme of the family tree, telling a life stage, inheritance and legacy story. Imagery depicts Kiwis and their relationships through the years reminiscent of looking through a family album.
Deliverables: brand strategy, idenity design, retail rollout, corporate and online communications.