Designworks 181 Stuff Brand Guidelines

  • Pou Auaha / Creative Director
    Jef Wong
  • Ngā Kaimahi / Team Members
    Caitlin Rassie, Oscar Thomas, Dave Black, Sam O'Flaherty, Mike Pepper, Amanda Sommerville, Tim Long, Chloé Griveaud
  • Kaitautoko / Contributors
    Alistair McCready (Typography), Sinead Boucher, Phillipa Cameron, Andy Symons, Carmen Parahi, Joanna Norris, Fei Bian Goh, Srishti Narayan, Candice Robertson, Kyle Morris, Sam Davenport, Sinead Bowie
  • Client

Stuff’s new identity helps illustrate an idea, follow no one, and amplify a new direction, as it becomes a brand that is more fearless, imaginative and more human in every way.

This new brand needed a central source of truth that would live both digitally and physically, to be a functional living document, but also a physical artefact people could cherish. Something that would not only be a technical guideline, but capture and convey the purpose and character of the new brand in a way that was meaningful to all.

These guidelines help maintain consistency within a sandbox of creative opportunity, outlining how to work with the system of 158 colours combos, 62 typefaces and flexible layout grid; all while aligning design around the creative drivers of Tūkaha (bold), Pōtiki (spirited), and Tiakitanga (for the People).

They are presented in a distinctive ring bound format, drawing inspiration from a traditional journalistic notepad, while the content and story of the guidelines brings it forward into the future.

These guidelines are all about following no one. And encouraging everyone else too as well (but making exception for the guidelines).