Always Ethical KiwiSaver

With low engagement on the site and a join journey that was hard to navigate, Always Ethical needed a better way to connect with potential members.

Before diving into a full website rebuild, we started by redesigning the homepage — making it clearer, more human, and easier to act on.

Alongside this, we kicked off a programmatic display campaign to start driving awareness and traffic, creating a more cohesive digital experience from first impression to sign-up.

Rebrand, Website, Content & Advertising Rollout

The Challenge

A lot of KiwiSaver providers say they’re ethical - but few hold themselves to the standards that Always Ethical does. With one of the strictest investment mandates in New Zealand, they apply a careful, values-based lens to every decision they make.

The challenge was to help them stand out in a space crowded with bigger, better-known players, many of whom make similar claims without the same level of transparency or conviction.

We were brought on to help reintroduce the brand with clarity and confidence - through a refreshed identity and a content approach that would build trust and show exactly what makes Always Ethical different. From giving the brand a more human presence to telling stories reflecting their their core values, this work was about cutting through and connecting - with purpose, and with proof.

What We Did

Partnering closely with the leadership team, we led a full creative transformation of Always Ethical’s brand and communications, including:

A revamp of the existing logo - refining the logo and adapting the colourways
A new landing page, built for simplicity and conversion
A refreshed advertising and digital media strategy
A suite of original content assets for programmatic and social channels including testimonials

How We Did It

We started by carefully studying the competitive landscape to understand how other funds presented themselves — what worked, and where they fell short. From there, we worked closely with the Always Ethical team to uncover the real stories behind their values, their people, and their missionWe focused on creating a landing page that educates and guides visitors smoothly, using clear and simple language. The digital ad campaign featured relatable messaging with a strong emotional appeal to engage everyday Kiwis considering switching or joining.

Deliverables

Brand refresh + visual identity
Logo adaptation and brand guidelines
Landing page design
Full content production (photo + motion)
Digital advertising rollout: social, programmatic & SEO
Messaging, strategy + copywriting

The Outcome

Always Ethical launched their updated brand with positive results. Early engagement improved, ad performance was above average, and the brand now has a clear, values-focused foundation to build on. This is just the beginning — there’s more to come.

Client - AE KiwiSaver

Brian Henry - FounderClaude Oberto - Financial DirectorSandra Clark - CEO

The PistolShrimp Team

Client Account Director: Lisa Gwynne, PS Managing Partner

Creative Director: The Shadow Factory

Content Production: Noise, PistolShrimp's Content Hub