Fresh from the Field – TMNZ – by Principals

Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa New Zealand Design Assembly community.

Keeping it energised and structured, a rectangular patterning references financial spreadsheets and bar charts — something all accountants can appreciate, Principals walk us through their brand identity work for TMNZ.

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The Brief

Unique to New Zealand, TMNZ (Tax Management New Zealand) is a tax pooling trail-blazer, working with the Government in 2002 to create a system making tax easier by helping businesses manage cashflow, meet payment obligations and save money.

With approximately $10 billion in its tax pool they lead the market, but with more modern, sharper looking business appearing, TMNZ started to look more than a little bit boring.

Much less boringly — 100% of the company’s annual profit goes to Whakatupu Aotearoa Foundation, funding high impact environmental and social organisations and initiatives. With this little-known, yet remarkable philanthropic side-story in the wings, it was time for TMNZ with the help of Principals to revolutionise its brand, spread the word and reclaim the limelight.

The Design Response

Principals loved TMNZ’s dedication to making Aotearoa a better place, developing the ‘100% invested in Aotearoa’ brand idea, supporting values and story. 100% became the lead construct for its language and new logo, with the ‘Z’ in TMNZ representing the percentage symbol.

Wanting an intuitively ‘100% invested in Aotearoa’ visual feel, the wordmark’s rounded forms and straight lines echo modernist Māori design forms, immediately familiar to most Kiwi — pairing beautifully with their existing koru form Foundation logo. Keeping it energised and structured, a rectangular patterning references financial spreadsheets and bar charts — something all accountants can appreciate. While the colour palette references our native landscapes with calming Tōtara green, Horopito Red and Kōtare Blue, but with a vibrant digital-first pop of Nīkau Green, and an unexpected Hebe Pink.

TMNZ’s rebrand has been a success on all levels with more staff engagement, positive client research, better website and media statistics and an increased growth in new business.

The Design Team

Jodine Bell – Creative Director
Nick Sampson – Strategy Director
Stephen Kane – Design Director
Etana Zaguri – Designer
Nat Fabrin – Senior Account Manager

https://principalsbrand.co.nz/
Instagram @principalsbranding

The Client Team

TMNZ (Tax Management New Zealand)

Charlotte Tremewan

Rob Byrne

https://www.tmnz.co.nz/

Collaborators

Nick Ryan — Copywriter
Benj Brooking – Photography/Motion

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