Identity refresh for Kiwibank New Zealander of the Year, via Special Design

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AUCKLAND, Today: In the lead up to Kiwibank New Zealander of the Year in March – which saw Professor Rangi Matamua (Tūhoe) win for a contribution to the celebration of Matariki – Christchurch-based creative agency Brown Bread tasked Special Design to refresh the award’s brand identity to better represent a modern and progressive Aotearoa. 

Special executive design director Heath Lowe said: “We approached this challenge as an opportunity to celebrate the success of Kiwibank’s efforts to honour deserving Kiwi and to create a platform that engages Aotearoa with the stories of our nation’s most inspiring changemakers.

“To champion this mission, Special used an editorial-driven approach to delve into the world of the people, the winners and what makes them special by creating an intimate, honest, and authentic look into what makes them tick and how they got to where they are today.

“Our goal was to more deeply reflect the people behind the New Zealander of the Year ceremony. Kiwibank’s tohu has been at the core of the identity for many years and was inspired by the weave of their kakahu, Pouhine, which is presented to the Kiwibank New Zealander of the Year annually.

“The campaign was executed alongside our other talented partners McCarthy Design and Augusto.”

“We’ve brought the tohu to life as the underlying structure and connecting thread to bring our people, their stories and communities into sharper focus.

“Our approach to photographing our heroes is an observant and genuine portraiture style, capturing each individual’s unique personality within their own environment and community, while a more diverse and celebratory colour system reflects a vibrant and ever-changing Aotearoa.”

Brown Bread campaign & engagement manager Carlo Gomez said: “We are thrilled to have worked with Special on this highly anticipated brand refresh.

“The team understood what we were trying to champion and worked tirelessly to convey our messaging in a bold and endearing way.

“It was humbling to see the new brand identity on display in market and on the night at this year’s Kiwibank New Zealander of the Year Awards.

“We wanted to channel and represent the people of Aotearoa, which was executed by the team at Special Design, alongside our other talented partners McCarthy Design and Augusto.”


Agency: Brown Bread
Founder and Director: Jo Blair
Campaign and Engagement Manager & Kiwibank New Zealander of the Year Awards Director: Carlo Gomez
Client: Kiwibank
Head of Brand: Erica Beagley
Senior Brand Manager: Kim Waghorn
Agency: Special Design
Co-founder, Executive Design Director: Heath Lowe
Senior Designer: Ethan Lowe
Intermediate Designer: Madeline Lissington
Strategy Director: Jolene D’Souza
Design Group Business Director: Katie Hamilton
Group Business Director: Priyanka Patel

About Special Design
Special Design has been consistently recognised with pins at the Best Design Awards.

About Brown Bread

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