NZ wealth management company FirstCape reveals new identity via Thinkerbell Aotearoa

New wealth management entity FirstCape has today launched its new brand, including positioning, identity and brand architecture via creative agency partner Thinkerbell Aotearoa.

FirstCape is the holding entity of the JBWere New Zealand, Jarden Wealth, Harbour Asset Management and BNZ KiwiSaver brands and businesses, overseeing more than 50 billion dollars in funds, working towards making Kiwis, and New Zealand as a whole a wealthier and more prosperous country.

FirstCape’s chief executive Malcom Jackson said it was important for the new identity to reflect their purpose to drive the ambition of New Zealanders through enabling wealth creation and financial security: “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.”

To achieve this, FirstCape needed a creative agency partner with the strategic chops to take on a project of this magnitude.

Says Jackson: “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.”

Says Amy Frengley, chief brand thinker and co-founder, Thinkerbell: “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.”

Elements of FirstCape’s new brand identity include strategic positioning, tone of voice, logo, colour palette and typography.