Description:

There’s a lot going on in Aotearoa New Zealand.

We’re a nation that’s increasingly confident in walking our own path. No longer looking to the rest of the world for answers. Because the world’s looking to us.

As part of an overall rebrand, Stuff’s new palette needed to reflect this. A more vibrant, bold, confident, characterful and diverse illustration of Aotearoa New Zealand.

Previously, Stuff’s palette was a colour spectrum, which separated out in 17 individual flat colours. This new palette is unapologetically saturated and bold, embracing an RBG-first approach, taking inspiration from signal bars and colour glitches to give it a distinctly digital edge.

These colours are paired together to amplify different moods, creating character through contrast as well as a more usable colour system that better tailors to individual stories and moments.

These colour pairings are organised into three buckets — Bold & Brash, Light & Bright or Solid & Serious — helping to guide and amplify their use across a variety of functions, media and stories.

With such an extensive range of colours, even more extensive colour testing was done across print, digital and environments to make sure different duos worked across the different mediums. Some un-accessible duos were retained for creative opportunities.