Description:

In 2020, Vodafone New Zealand bought back the local company from Vodafone Global with a clear purpose: "Unlock the magic of technology to create an awesome Aotearoa."
This acquisition led to a new name and brand, which drew inspiration from our natural environment while incorporating a digital, technological vibe.

One NZ desired a mnemonic to enhance brand recognition across digital channels, including the app, social media, web, and TV. They sought something that could signify the moment of customer enablement and positive action.

The brief explicitly requested a sound that reflects both technology and New Zealand, avoiding cultural tokenism and resonating with all Kiwis. Additionally, if feasible, they wanted to pay homage to the brand's legacy with Vodafone.

Our natural flora and fauna are the only things shared by all Kiwis.

This led us to venture outside and take a walk in the forest, imagining what the sound of sunlight filtering through leaves, the wind in the trees, and the calls of our unique songbirds would be like if combined. Drawing inspiration from this, along with the historical Vodafone 021 calling prefix, we arrived at the final solution.

The result is a three-note 021 digital mnemonic that blends the vocal notes of the Kokako, the call structure of the Tui, and the ambient resonance of the forest—a cathedral of trees—distilled into a memorable three-second sound.

Crucially, the sound feels natural, digital, and positive, serving as an affirming beginning rather than an end—a sonic interpretation of our brand purpose.