TSB has been an institution in Taranaki for over 165 years. They wanted us to help them grow their success nationally, with a refreshed identity that reflected their heritage in a message that all New Zealanders could relate to. It led us to this thought: TSB is the bank that helps New Zealanders conquer their mountains. To capture that, we transformed the TSB logo itself into a symbol of strength and personal aspiration. This reflected peak paid tribute to TSB's heritage and positioned TSB as an ambitious, nationwide bank for all Kiwis. The broader visual language picks up on this theme, depicting customers as always at the heart of everything TSB does.

Launching a refreshed brand narrative through a variety of media not only helped increase brand recognition and dispel misconceptions about TSB, it achieved staggering cut through. Unprompted awareness increased from 32 percent to 38.6 percent, beyond the target of 33 percent. Most significantly, in the first three weeks there was a 17.26 percent increase in new customers and a 13.4 percent increase in new accounts per week compared to the six months prior. TSB is well on track to hit its target of a 20 percent increase in new customers by 2020.