Challenge

Modernise an iconic political identity without losing its heritage. The National Party’s “N” and Southern Cross were recognisable, but the identity felt static and lacked warmth. Our task was to re-energise it, make it confident, contemporary and distinctly New Zealand.

Approach

We strengthened the “N” to improve legibility and made the Southern Cross the hero. A proud national symbol re-imagined as a source of energy and optimism. A warmer blue and magenta accent shifted the tone from corporate to confident. Behind the scenes, we created a flexible toolkit for use across national and local levels: logo variations, templates, a refined colour system, and rollout guidelines to keep everything consistent.

Result

A bold, modernised identity that feels more open and connected to New Zealand. The refreshed mark works seamlessly across signage, digital, and campaign material, with internal teams now able to apply it accurately and consistently.

Key takeaway

Great brands evolve, not erase. By refining what people already recognise, and giving it new energy, the National Party identity became fit for today and future campaigns.

 

Before