Since 2013, RealMe has offered Government-grade login and verified identity services for more than one million New Zealand citizens and residents. Over that time the brand had become associated with a poor web user experience, fuelling a perception that the service lacked the level of sophistication and technology to be the leader in trusted online verification.
Everyone™ was initially approached to refresh the brand messaging and help distinguish the language used for the range of services offered by RealMe. From wide stakeholder engagement it was apprent that to shift the perception and performance of RealMe the existing identity needed to modernised. The brand needed to become digitally flexible, truely relatable to the New Zealanders who depend on it, and reflect the secure, trusted and technical nature of the services provided.
We transformed the RealMe logo into a symbol of symbol of digital security with a human touch. A new tone of voice was developed to ensure the user experience was snappy, conversational, clear and direct. A new photography suite celebrates New Zealanders being truly themselves.
In an age of online deception and identity uncertainty, the new RealMe brand reflects a service you can absolutely trust, the only identity credential source for the New Zealand Government. RealMe. No doubt about it.
