Creative DirectorPhilip Kelly
Design DirectorsKris Sowersby, Karl Wixon, Rangi Kipa
Team MembersKarl Wixon, Rangi Kipa, Kris Sowersby
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.