The Buck starts here

Editor News Make a Comment

AUCKLAND, Today: Integrated brand agency Culture&Theory has developed a payments app for Westpac NZ subsidiary Red Bird Ventures. The agency developed the app, Buck, in collaboration with Roam Digital.

Culture&Theory strategy director Amy Frengley said: “A new person-to-person payment Buck does away with the traditionally painful task of entering 16 digits via a bank platform and instead enables people to make direct payments to one another with a couple of taps and swipes.

“Key for us was to create a brand and identity that was bold and a bit maverick – we wanted to breathe some life into the payment task.


“Key for us was to create a brand and identity that was bold and a bit maverick – we wanted to breathe some life into the payment task.

“From naming through to design and voice, it was about creating a brand with cut-through for a younger, more dynamic audience. Working alongside Red Bird and Roam, it was a genuine team effort.

Red Bird head Lewis Billinghurst said: “Culture&Theory instinctively understood how we needed to position Buck as a brand and how to bring that to life creatively. They were a great partner in helping us create a highly distinctive brand that would generate the salience we needed.”

Regan Grafton on board
Amy Frengley: “Culture&Theory’s collaboration on Buck comes as the agency undergoes significant growth, with the team recently expanding to accommodate its integrated proposition and Regan Grafton heading up the agency’s creative offer.


Share this Post