FirstCape – Building a unified identity for NZ’s largest wealth Group

Jarden NZ
We named and positioned FirstCape - the new parent for BNZ Investment Services, Jarden, JBWere New Zealand, and Harbour Asset Management - and built a brand system to unify over NZ$50 billion in wealth and asset management.

Thinkerbell created the name FirstCape and developed the strategic positioning, brand architecture, identity and design system. We delivered a cohesive framework that brought clarity and cohesion across the group’s portfolio – from legacy names like JBWere to newer entities.

We also crafted a distinct visual and verbal identity that reflected the group’s ambition and stature, while allowing space for the individual brands to thrive. The FirstCape brand launched in April 2024 as a confident, unifying force in New Zealand’s wealth sector.

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