Description:

In 2021, The Royal New Zealand College of General Practitioners had a big year. As the country’s professional body and postgraduate educational institute for GPs, they had been in the spotlight more than ever as we grappled with COVID in the country. We wanted to inject a sense of hope for the future – and developed the theme of emerging from the dark into the light as a response. Gradients, UV gloss and visual storytelling reflected this idea that – along with their members – the future was brighter than ever after the previous very bleak year. While the existing brand guidelines for the College were restrictive, this was to be the first expression of that brand in a more authoritative, professional and contemporary way.

In addition, to further impress the notion that the College is nothing without their members, we sold in the idea of a supplemental booklet, printed in the 1000's, to be banded together with the Annual via belly band. This booklet contained real quotes from many of their members – some hopeful, some raw and negative – and served as a reminder to stakeholders and ministers that people are the heart of the College.