Kingmakers

CHALLENGE

Kingmakers is a premium New Zealand racehorse syndication created to reimagine ownership through a more personal, customer-first model. Each syndicate is made up of ten like-minded individuals who share in the thrill and reward of racing at the highest level. The challenge was to create a brand that reflected this new, collaborative approach to ownership while expressing sophistication, ambition and the modern spirit of the Kingmakers experience.

APPROACH

We developed a refined visual identity that celebrates unity, craft and contemporary style. The brand mark represents ten owners – nine circles bound together by a tenth at the apex, symbolising shared ambition and collective success. Elegant typography and rich, confident tones give the brand an elevated presence, while the beautifully designed racing silks bring the identity to life on the track. Their contemporary patterning and minimalist detailing express motion and modernity, offering a fresh take on traditional racing attire and reinforcing Kingmakers’ progressive spirit.

RESULT

The new identity positions Kingmakers as more than a syndication, it is an elevated ownership experience shaped by expertise, camaraderie and vision. From digital to physical, every touchpoint captures the balance of heritage and modern design, helping Kingmakers stand apart in a traditionally conservative industry.

KEY TAKEAWAY

Through a crafted identity and contemporary silks that embody confidence and style, Kingmakers redefines racehorse ownership as a shared journey of passion, pride and performance.

Medical Technology Association New Zealand

Challenge

The Medical Technology Association of New Zealand (MTANZ) sits at the centre of a sector defined by precision, urgency and constant innovation. Representing companies that advance healthcare across the country, the association helps shape policy, connect industry, and elevate the standards that directly impact patient outcomes.

Despite this vital role, the existing brand presented a static, dated image. It lacked the pace and authority of an organisation working inside an environment where technology advances by the day and decisions can influence the future of national healthcare. The identity did not reflect the heartbeat of an industry powered by invention, nor the leadership position MTANZ holds with clinicians, businesses and government. What MTANZ needed was a brand that could keep up: one with clarity, credibility and an unmistakable sense of momentum.

Approach

Working closely with the Board, we developed a strategic platform that repositioned MTANZ as both advocate and innovator. From this, a new visual identity emerged, anchored by a stylised M inspired by the spike of a heart monitor. This single mark captured the rhythm, tension and life within the sector : a pulse that symbolises the association’s commitment to improving lives through technology.

The creative direction centred on bringing that sense of dramatic, human-centred technology to life. Linework echoed real medical waveforms to express movement and precision. Photography shifted toward high-contrast scenes of illuminated surgical theatres, focused hands at work, advanced devices in action, and the quiet intensity found in moments where care and technology converge. Typography and colour were refined for clarity and authority, giving the brand the presence needed to stand confidently in front of government, industry and global partners. This identity system was carried through digital and print environments, from the website to member communications, advocacy materials and event collateral. Each touchpoint now reinforces a coherent, contemporary story of leadership within a rapidly evolving domain.

Result

The refreshed brand positions MTANZ as a modern and credible force in New Zealand’s medical technology landscape. The new identity reflects the sophistication and responsibility of the sector, strengthening recognition among stakeholders and helping the association communicate with greater confidence and influence. MTANZ now looks and feels aligned with the ambitious, innovative community it represents.

Key takeaway

By combining authority with humanity, the brand captures the pulse of an organisation at the centre of medical progress. It expresses the energy, tension and purpose of a sector where technology, healthcare and people intersect, and where MTANZ plays a critical role in shaping the future.

Before

General Capital & General Finance

CHALLENGE

General Finance is a New Zealand, owned and operated finance company, and a wholly owned subsidiary of General Capital Limited, an NZX-listed financial services group. Both businesses required a refreshed identity that would unify them under one clear and confident presence. The goal was to strengthen their market position, connect more deeply with investors and borrowers, and create a distinctive visual identity that would stand out in a crowded financial sector.

APPROACH

A key part of the brief was to integrate the colours red, white and blue into both the symbol and wordmark, expressing a proud connection to New Zealand while evoking trust, stability and ambition. At the heart of the new identity sits a refined interpretation of the New Zealand fern, with three fronds converging to form a globe. This emblem captures the strength of local roots and a global outlook, symbolising growth, connection and integrity. The surrounding design system uses a sophisticated palette of regal blue, rich red, azure blue, white and silver, paired with clean typography and balanced composition to create a modern and authoritative feel.

RESULT

The new brand unifies General Finance and General Capital under a single, distinctly New Zealand identity. It projects clarity, strength and credibility across all platforms, from web and investor reports to advertising and communications, reinforcing both businesses’ reputation for integrity and reliability.

KEY TAKEAWAY

By weaving red, white and blue through both the mark and wordmark, the identity honours New Zealand heritage while signalling confidence and ambition for the future, positioning General Finance and General Capital as trusted leaders in financial services.

Visit https://generalfinance.co.nz/

Before

Nikko AM NZ Investment Scheme Climate Report

CHALLENGE

Nikko Asset Management, one of the world’s largest investment companies, produces an annual Climate Statement through its New Zealand arm to address the business and policy impacts of climate change. The report needed to communicate how Nikko AM NZ integrates climate risks and opportunities into its investment processes while reflecting regulatory change and reinforcing its commitment to sustainability and global climate standards.

APPROACH

We developed a clear visual communication strategy and design that brought the subject matter to life. The creative direction balanced stark imagery of environmental damage and natural disasters with hopeful visuals of renewable energy and thriving ecosystems, symbolising both the urgency of the challenge and the progress being made through responsible investment.

RESULT

The final report delivers a compelling narrative that combines transparency, accountability and optimism. It positions Nikko AM NZ as a forward-thinking leader in sustainable investment, demonstrating its active role in driving meaningful climate action.

KEY TAKEAWAY

By visually balancing impact with opportunity, the Climate Statement transforms complex data into an engaging story of responsibility and hope, showing how financial stewardship can support a more sustainable future.

Junior Tri-Nations Indoor Netball 2024

CHALLENGE

The Junior Tri Nations Indoor Netball event brings together 19 elite youth teams from South Africa, Australia and New Zealand, competing across under 12, under 14, under 16 and under 18 categories. As host nation for the 2024 tournament, New Zealand needed a bold, unifying identity that would capture the energy of the game and the spirit of international competition, while also signalling its home-court advantage. The brief called for an identity that felt modern, memorable and capable of energising players, supporters and officials across all levels of the competition.

APPROACH

Working with the World Indoor Netball Association (WINA), we drew inspiration from the netball itself, the hoop and the iconic New Zealand fern. These core elements were distilled, abstracted and re-formed into a striking three-dimensional symbol that personifies both the sport and the host nation. The imagery was deliberately colour-driven, abstract and dynamic to create an ownable visual language that stands apart from traditional netball iconography. By using vibrant gradients and kinetic shapes, the identity expresses the speed, force and agility of the indoor game. The interplay of colour and form reinforces the idea of teams converging from three nations, united in competition yet distinguished by their individual energy.

RESULT

The new identity delivers a cohesive and memorable visual system for the 2024 competition. Applied across uniforms, courtside environments and digital channels, it creates a sense of momentum and spectacle while strengthening recognition of the event. It captures the energy and competitive spirit of the Tri Nations tournament and honours New Zealand’s sporting heritage in a way that feels contemporary, confident and globally relevant.

KEY TAKEAWAY

By fusing national symbolism with sporting dynamism, the identity unites teams and fans under one banner. It celebrates competition, connection and pride on an international stage, giving the Junior Tri Nations a visual presence equal to the calibre of the athletes it brings together.

Before

The New Zealand National Party

Challenge

The brief was to modernise one of New Zealand’s most recognisable political identities without losing its heritage. The National Party’s N and Southern Cross were iconic and familiar, yet the overall identity had become static, overly corporate and disconnected from the warmth and optimism the party wanted to project. The challenge was to re-energise the brand to make it feel confident, contemporary and distinctly New Zealand, while retaining the trust and familiarity that decades of visibility had built.

Approach

We started by strengthening the N to improve legibility and create a more confident silhouette that worked at every scale and medium – from billboards to digital avatars. The Southern Cross was reimagined as the central feature, symbolising forward energy, aspiration and unity. Colour played a crucial role : a warmer, more vibrant blue replaced the cooler corporate tone, complemented by a magenta accent that added freshness and energy.

Behind the scenes, we developed a flexible design system and brand toolkit that ensured national consistency and local adaptability. This included logo variations, colour specifications, templates and rollout guidelines – empowering regional teams to apply the identity confidently and correctly, no matter the platform.

Result

The new identity gave the National Party a revitalised sense of purpose and visibility. The refreshed mark feels open, modern and unmistakably New Zealand – equally effective on a podium, in social media, or in grassroots campaign material. The internal rollout toolkit has improved brand discipline and cohesion across all levels of communication, helping the party present as unified and forward-looking.

Key takeaway

Great brands evolve, they don’t erase their past. By building on familiar symbols and injecting them with renewed energy, the National Party’s identity was transformed into a mark that honours its legacy while looking confidently to the future.

Before

Blueprint Global

CHALLENGE

Blueprint Global is an international logistics company that specialises in simplifying the world’s most complex supply chains. While their service offering was sophisticated and highly capable, their existing communications failed to reflect this. The brand’s visual language was overly technical, fragmented and lacked emotional connection – presenting the business as functional rather than thoughtful. What was missing was a sense of clarity, confidence and care; qualities that define how Blueprint Global actually operates. The challenge was to transform a purely operational identity into one that conveyed precision, reliability and humanity on a global scale.

APPROACH

We reimagined the Blueprint Global identity around a single, unifying idea making complexity feel simple and personal. The new logo features five interlocking containers that form a distinctive, “chilled” symbol, representing the company’s five core business segments : air, sea, land, rail and cross-trade. The mark not only symbolises movement and connection but also becomes a playful, living device – adaptable across media and materials. It can be built from shipping containers, boxes, or even the products themselves, creating a dynamic link between the logo and the real world of logistics. To balance precision with emotion, we paired the mark with bold typography and photography that captures both the scale and humanity of global transport – sweeping infrastructure, movement, and the people behind it. The full identity was rolled out across every touchpoint : livery, digital platforms, presentations, stationery, signage and collateral. Each element was designed to be consistent yet flexible, allowing the system to evolve as the brand grows.

RESULT

The refreshed identity gave Blueprint Global a confident, modern presence that feels both structured and human. The logo has become a versatile storytelling tool – a mark that can flex across environments while retaining its integrity. Whether rendered digitally or built from physical materials, it reinforces the brand’s core idea: precision made simple. The new visual system unified previously disconnected communications and established Blueprint as a trusted, design-led leader in global logistics.

KEY TAKEAWAY

In logistics, clarity is the ultimate expression of confidence. By turning structure into a symbol and allowing that symbol to live and play in the real world. We gave Blueprint Global a brand that reflects its intelligence, agility and heart.

Before

Moana

CHALLENGE

Moana Park Estate aspired to be recognised globally as a producer of ultra-premium Hawke’s Bay wines, yet the existing packaging failed to communicate that ambition. The range lacked clarity, hierarchy and a unifying story that could connect consumers to its provenance. Without a coherent visual and narrative framework, the brand struggled to express its place, philosophy and potential.

APPROACH

We anchored the brand in the deeper meaning of ‘Moana’ and the enduring relationship between land and sea — a relationship that shapes both New Zealand’s identity and Hawke’s Bay terroir. From this foundation we created a three-tier system with distinct visual narratives, each elevating the story in its own way while contributing to an overarching brand world.

Moana Classic Range Inspired by the raw power and beauty of Aotearoa’s natural world, this tier conveys the balance between land and sea where we grow and gather. The imagery is expressive and atmospheric, giving the everyday range a sense of authenticity and natural abundance. Reserve Range A topographical perspective looking back to the land from the water brings a more refined, elevated tone. This view grounds the tier in Hawke’s Bay, creating a sense of place and prestige while signalling increased complexity within the portfolio. Single Vineyard Range Centred on Hinemoana — mother of the oceans and guardian of all who cross them — this tier carries the brand’s most crafted and poetic expression. The design language is more intricate and intentional, signalling Moana’s finest wines and reinforcing the deep connection between mythology, provenance and craft.

Together, these tier stories and visual languages create a unified system with clarity, depth and unmistakable premium presence.

RESULT

The refreshed Moana Park Estate portfolio now delivers a compelling and cohesive narrative across the entire range. The strengthened storytelling elevates perception, clarifies tier distinctions and enriches the connection to place. The brand enters the market with renewed confidence and a more distinctive, globally aware presence.

KEY TAKEAWAY

A clear narrative framework can transform a fragmented range into a coherent brand world. Moana Park Estate shows how anchoring design in meaning, provenance and cultural depth enhances premium perception and builds a more memorable, future-ready wine brand.

Before

United Fisheries Brands

CHALLENGE

United Fisheries saw an opportunity to expand into the global retail space through Costco, creating a range of food brands that could appeal to a diverse, quality-conscious audience. The challenge was to develop three distinct yet complementary brands that celebrated cultural authenticity while fitting within a shared portfolio under United’s “Sea Believers” philosophy. Each needed to stand on its own – exciting, credible, and instantly appetising, while connecting to a growing market of consumers seeking quick, flavour-driven meals.

APPROACH

We created three unique brands – Loco Loco, Lucky Boy and Ya Tai. Each designed with its own cultural flavour and emotional energy. Loco Loco brings vibrant, Mexican-inspired street food to life through a playful, energetic identity full of colour and rhythm. Lucky Boy channels the bold, youthful attitude of Chinese street food – cheeky, urban and full of flavour. Ya Tai captures the refined simplicity of Japanese cuisine, blending tradition and modernity through clean, crafted design. Together, they express United’s ability to deliver authenticity and quality with a modern, ready-to-eat convenience that feels real rather than manufactured.

RESULT

The three brands launched exclusively into Costco with strong early engagement from both buyers and consumers. Each range delivers a clear story and strong shelf presence, proof that cultural authenticity and convenience can coexist without compromise.

KEY TAKEAWAY

Distinct brands built on truth and taste travel further. By creating three culturally rooted yet contemporary food identities, United Fisheries extended its reach into a new retail environment while staying true to its purpose – delivering authentic, high-quality food made with care.

Mansons Culley’s Gift Box

Challenge

Mansons Construction is one of New Zealand’s leading commercial and residential developers, known for high quality projects and a strong focus on innovation. For Christmas they partnered with Culley’s to create a distinctive gift for clients and partners. Culley’s produced a limited run of four medium to hot sauces, but the range needed a unifying idea, names with character and a presentation that felt crafted and memorable.

Approach

We created a naming system inspired by construction language, giving each sauce a title with personality and a clear nod to Mansons world. Roof Shout set the tone, Leveller and Blowtorch dialled up the heat in a way that felt on brand, and Foreman acted as the confident anchor of the set. The names worked both as category cues and as playful industry references, making the range feel uniquely theirs.

To complete the experience, we designed a bespoke steel carry tray to hold the four bottles. The material choice reinforced the connection to construction, while the form ensured the sauces would be proudly displayed in homes and offices. A custom box and recipe card brought the whole idea together as a cohesive Christmas gift.

Result

A memorable branded gift that blends construction culture with culinary heat. The naming, packaging and presentation form a cohesive set that reflects the character of Mansons and creates a talking point long after the holiday season.

Key takeaway

By building the concept from Mansons industry language and signalling the heat through names such as Leveller and Blowtorch, the range became more than a gift. It became a piece of brand storytelling that clients could enjoy, display and remember.