Pou Auaha / Creative DirectorPhilip Kelly
Ringatoi Matua / Design DirectorsKris Sowersby, Karl Wixon, Rangi Kipa
Ngā Kaimahi / Team MembersKarl Wixon, Rangi Kipa, Kris Sowersby
Kaitautoko / ContributorNZ Māori Tourism
ClientTourism New Zealand
This project for Tourism New Zealand, to review and update the globally successful 100% PURE brand, demonstrated rich and meaningful collaboration between Māori and non-Māori designers and between designers, the client and stakeholders.
The final solution to a very tight brief demonstrated a high level of craft and was underpinned by a well considered and robust concept with a compelling brand story.
This is a strategically significant piece of work in positioning New Zealand strongly on the global stage and does so in a way that speaks of who we are and where we are by drawing upon our indigenous culture as a point of distinction.
The judges’ view this is a foundational piece of work on which our national tourism brand and campaigns can continue to evolve.