Reinvigorating a 60-year-old yet highly potent New Zealand corporate icon was an exercise in operational and cultural transformation as well as visual identity design.
Saturday has been involved from the early days working closely with the Baycorp client team – through workshopping, client research, the shift in office premises, and the attendant changes in management and team structure. Timing was critical. Strategic clarity, operational re-engineering, and cultural reorientation were prerequisites for the launch of any new identity.
Debt is an emotionally charged subject for both client and customer and, no matter what the story behind any debt, or how steep the climb is to sorting it out, a debt must and will be resolved.
The new visual identity reflects Baycorp’s respectful and open-minded, fair-but-firm empathy and is punctuated by a debt’s inevitable destination and closure.