Designworks 181 Stuff Brand Book

  • Pou Auaha / Creative Director
    Jef Wong
  • Ngā Kaimahi / Team Members
    Caitlin Rassie, Dave Black, Oscar Thomas, Sam O'Flaherty, Mike Pepper, Amanda Sommerville
  • Kaitautoko / Contributor
    Alistair McCready (Typography)
  • Client
Judge's comments:

A progressive piece of business communication that is unconventional & bold. The Judges loved the challenger spirit coming through on all the touch points.


Two years ago Stuff was bought back from its Australian owners. Since then, they’ve been on a journey to chart their own path and set their own rules. To follow no one.

This brand book tells that story in a bold new style. Centred around the creative drivers of Tūkaha (bold), Pōtiki (spirited), and Tiakitanga (For the People); and led by the notion of ‘follow no one’, it shares how the new Stuff brand is forging its own path to a contemporary future, while cherishing the past.

With a bold and spirited break to tradition we have reimagined the traditional masthead. The classic tabloid, synonymous with journalism, is brought to life in a non traditional way – creating a playground for Stuff to tell their story and share their new identity

It’s a little unconventional. But it’s unashamedly Stuff.