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.

About Author