TSB tells New Zealand “It’s How We Money” in refreshed brand platform via YS
Following a competitive pitch win in late 2025, YS and TSB have launched an end-to-end brand evolution, built around TSB’s reputation for service, care and empathy.
“It’s How We Money” shows how TSB understands the way people experience money – helping make everyday banking, saving and home buying easier. It also reflects TSB’s ambition to become New Zealand’s most loved challenger bank by putting the human side of money at the centre of every customer interaction.
TSB General Manager Product and Marketing Nick Herbert says the work marks an important milestone in the bank’s evolution: “This is the most significant expression of TSB’s brand evolution to date. Building on our 175th birthday celebrations, the campaign brings together and elevates the brand elements progressively developed over the past year into a broader expression of TSB.”
The campaign is the latest step in TSB’s strategy to grow its awareness and consideration nationally while staying true to what has always set the bank apart.
TSB Head of Brand and Marketing Vesna Nixon says the work reflects a shared ambition between client and agency: “When we appointed YS, we felt they understood who we were and where we were heading. Over the past year, we’ve focused on strengthening our brand messaging, helping more New Zealanders discover what makes TSB different and supporting customer growth. It feels Kiwi, relatable and refreshingly human. Most importantly, it feels like TSB.”
For YS, the opportunity was about redefining how a bank could show up in people’s lives. Says Chief Strategy Officer Sue Kipling: “TSB has deep roots in Taranaki, but to grow nationally and connect with younger Kiwis, we needed to shake off the typical bank image. Research showed that most bank advertising feels staged and focused on products rather than people. But life isn’t a straight line, and money rarely behaves. People wanted a bank that understood that reality. That insight became ‘It’s How We Money’ – a modern, honest expression of the human side of money.”
Says Corey Chalmers, Chief Creative Officer, YS: “We’ve started with a very relatable truth for Kiwis: living payday to payday can be an emotional rollercoaster and the platform extends well beyond advertising, influencing everything from TSB’s visual identity to improved digital and in-branch experiences, product campaigns, deposit slips, sustainability reports, powerpoint templates and more. This is exactly the kind of work we love doing at YS, and we’re super proud to share it with New Zealanders.”
Client: TSB
General Manager, Product and Marketing: Nick Herbert
Head of Brand & Marketing: Vesna Nixon
Senior Marketing Manager: Belinda Pool
Senior Brand & Campaigns Lead: Chelsea Hudson
Agency: YS.
Chief Creative Officer: Corey Chalmers
Executive Creative Director: Scott Maddox
Creative Director: Julie Spedding
Chief Strategy Officer: Sue Kipling
Strategist: Lydia Sleeman-Bailey
Client Service Director: Sophie Radford
Senior Account Director: Kylie Lander
Account Executive: Lily Delaney-Hill
Senior Designers: Ryan Overeem, Melanie Fyer, Meagan Bach
Head of Digital Production: Todd Wright
Agency Producer: Liz Rosby
Production Company: Good Oil
Director: Dave Wood
Producer: Lee Thomson
Audio Post Production: Shane Taipairi, Franklin Road
Music Composition: Pete Van Der Fluit, Liquid Studios
Photographer: Troy Goodall, Match Artists
Producer: Fern Holloway, Match Artists
Media: MBM
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