FirstCape drives Kiwi prosperity with a new brand

AUCKLAND, Today: FirstCape, New Zealand’s largest wealth management entity, has unveiled its new brand, including a refreshed identity, positioning, and brand architecture. The creative agency Thinkerbell Aotearoa led the project.

FirstCape oversees JBWere New Zealand, Jarden Wealth, Harbour Asset Management, and BNZ KiwiSaver. Combined, these businesses manage over $ 50 billion in funds, all working toward a more prosperous future for New Zealand.

CEO Malcolm Jackson emphasised the importance of a brand that reflects FirstCape’s purpose. “We wanted an internal and external identity that has strength and gravitas, given our scale and the nature of what we do—but it was important that it felt contemporary and modern, the kind of brand that our stakeholders can feel proud of.”

“We’re thrilled to be working alongside a financial services business that’s about more than profit, and is here to help Kiwis achieve greater financial security.” – Amy Frengley

Jackson credited Thinkerbell with understanding the project’s magnitude. “Thinkerbell has been along for the ride since our inception, bringing a deep understanding of what we are growing here.

“They highlighted the importance of building a central core of shared values while allowing our operating brands to talk to their audience in a way that’s aligned with their own propositions.”

Amy Frengley, Thinkerbell’s Chief Brand Thinker and Co-Founder, added, “We’re thrilled to be working alongside a financial services business that’s about more than profit, and is here to help Kiwis achieve greater financial security. It’s a topic on everyone’s mind right now, and we’re proud to be a part of this journey with FirstCape.”

The new brand identity includes strategic positioning, tone of voice, logo, colour palette, and typography, bringing a fresh and cohesive look to FirstCape’s operations.