TSB has been in business for 167 years and are proud to be 100% New Zealand owned and independent. They recognised however that their customer needs were changing. TSB approached Cato Brand Partners to help shape an identity that truely reflected their customers goals, dreams and ambitions, while upholding the their proud heritage.
Our inspiration for the new identity came from the notion that every New Zealander has their own mountain. TSB have been helping New Zealanders conquer their own mountains for over 165 years so we transformed the TSB logo into a symbol of strength and personal aspiration. This reflected peak trademark paid tribute to TSB's heritage, while positioning them as an ambitious, nationwide bank for all kiwi's. The broader visual language is based on a humanised mountain range, illustrating the customer at the heart of everything TSB does.