Kiwibank partnered with renowned New Zealand brands and designers; Barkers, Jen Sievers, Kiri Nathan, Little Yellow Bird, Standard Issue, and Booker Spalding - to craft a groundbreaking work wardrobe for its team. Designed to reflect New Zealand’s diversity, this inclusive range caters to body positivity, gender neutrality, and cultural expression, putting an end to the typical, impersonal corporate uniform.

A survey of Kiwibank’s retail team from 2022 showed that nearly half felt tired of their uniforms, signalling a need for change. So, Kiwibank introduced a progressive 46-piece capsule that empowers team members to express individuality while embracing comfort and cultural considerations.

Our task was to announce the new wardrobe in a way that celebrates Kiwibank’s commitment to inclusivity.

For the launch, Kiwibank collaborated with photographer Guy Coombes, stylist Tori Ambler, and a diverse cast of real Kiwibank people. Together, we created a fashion-inspired campaign highlighting the modern New Zealand workforce and championing forward-thinking ethos.

The campaign rollout achieved 16 media stories, including coverage on 1News Tonight and Breakfast, as well as NZ Herald, Stuff, and FashNZ. Media reach surpassed 3.15 million with a PR value of over $320,500. The campaign drove a 122% lift in brand optimism and 92.4% positive sentiment across Kiwibank and partner channels. ANZ followed suit by introducing a lavalava into its own wardrobe shortly after Kiwibank’s wardrobe launch.

Kiwibank’s inclusive wardrobe turned a typical uniform into a newsworthy statement, reflecting a modern New Zealand and setting a new standard for workplace uniforms.