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Culture&Theory, Red Bird and Roam collaborate to develop BUCK

Last month saw the launch of payments app BUCK, a new brand from Red Bird Ventures Ltd, a subsidiary of Westpac New Zealand, which was developed in collaboration with Roam Digital and Culture&Theory.

A new person-to-person payment app, it does away with the traditionally painful task of entering 16 digits via a bank platform and instead enables people to make direct payments to one another with a couple of taps and swipes.

Culture&Theory Strategy Director, Amy Frengley says: “Key for us was to create a brand and identity that was bold and a bit maverick – we wanted to breathe some life into the payment task. From naming through to design and voice, it was about creating a brand with cut-through for a younger, more dynamic audience. 

“Working alongside Red Bird and Roam, it was a genuine team effort.”

Head of Red Bird, Lewis Billinghurst says: “Culture&Theory instinctively understood how we needed to position BUCK as a brand and how to bring that to life creatively. They were a great partner in helping us create a highly distinctive brand that would generate the salience we needed.” 

Culture&Theory’s collaboration on BUCK comes as the agency undergoes significant growth, with the team recently expanding to accommodate its integrated proposition and Regan Grafton heading up the agency’s creative offer.

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