BRAND, WEBSITE + CAMPAIGN
.KIWI
Antony & Mates were approached by .kiwi to refresh their brand, website and strategy to relaunch them into the market.
Diving deep into the world of domains, we found that there are over 1,440 different top-level domains available! So with such an array of options to choose from, why would someone want a .kiwi domain? Our first challenge was to create a unique and compelling reason why both New Zealanders and global businesses should choose a .kiwi domain.
STRATEGY + MESSAGING
Our strategy centred around the fact that New Zealanders take immense pride in their country, culture, and identity. New Zealand businesses and products are recognised globally for their excellence and quality.
Based on this understanding, we wanted to show that a .kiwi domain was more than just a web address, but a way for proud New Zealand businesses to showcase their local identity globally. Acting as a visual expression of New Zealand’s values, and using a globally iconic term, businesses can connect with their national roots and proudly say “I am a Kiwi!”
Local Identity. Global Recognition.
.kiwi couldn’t tell businesses to be proud of being kiwi if they weren't so themselves! So the tone of voice we developed for .kiwi reflected that of New Zealand locals, blending together warmth, friendliness and approachable professionalism, with a hint of cheekiness to top it all off.
The language developed aimed to create an inviting atmosphere, whilst maintaining a level of professionalism that reflects the high standards of .kiwi. We wanted to make sure that every interaction resonates with the values of .kiwi - proud, supportive, and unmistakably kiwi.
DESIGN
The first step in refining the .kiwi brand was simplifying the logo to stand alone as ‘.kiwi’. Removing the word ‘DOT’ makes for a cleaner logo, with better usability and more confidence.
We also expanded the .kiwi colour palette to provide more vibrance and life to the brand. A vivid light green was chosen, inspired by our native New Zealand flora and fauna. The brightness and saturation of this green is high, to create a hue of green that fits into the digital space.
The final major addition to .kiwi’s look was the ‘kiwi collage’ imagery.
These collages were created to bring personality, imagination and New Zealand pride to the brand. They each represent the possibilities of what a .kiwi domain could host, with distinct kiwi flair.
WEBSITE
For the website, we wanted to create a clean, modern, and distinctly digital look, with moments of personality amongst the functionality. Structured and minimal, with animations and interactions throughout to elevate and engage. The main function of the website is to allow users to search for their desired domain, which is why we included a permanent domain search bar in the navigation, as well as it being our key call to action throughout the site.
A clean, modern, and distinctly digital look.
CAMPAIGN
We wanted to relaunch .kiwi as a confident, established, and trusted brand, which is why we chose to lead with compelling case studies. We chose two recognisable kiwi brands: The Collective and Simplicity to hero through video, out-of-home and digital collateral.
Proud to be the domain of NZ’s favourite brands.