The Buck starts here

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.

• cultureandtheory.co.nz
• roamdigital.com