All Work

ASB—Brand Evolution

Pointing a brand in a new direction.

ASB style guide
ASB Business Card 01
ASB Chevrons

ASB had a design system that was dated, impractical and delivered almost non-existent brand attribution. True were tasked with solving each of these challenges as well as bringing to life their positioning of helping New Zealanders progress by keeping them ‘one step ahead’. We developed the chevron, a directional device that brought deeper meaning to their brand proposition.

True case study asb bank Fin Lit 5
Elephant ASB

ASB Community Engagement


ASB Phones
ASB Fasta Pasta Landscape2
ASB Fasta 1
ASB Fasta 2
ASB Fasta 3
Next: Clayton Hops—Amplifire