Waipapa Taumata Rau, University of Auckland — Brand Refresh.

The goal - To build a strong and unique brand look and feel for the University that weaves the distinct narrative of who we are, where we are from and what we stand for through every touch point. A brand that makes higher education more equitable, accesible and can stretch from
formal to fun.

To do this we created a visual toolkit that gave us flexibility while still feeling like one brand. One the reflects the universities unique place in the world, it’s values and redefined direction. We worked alongside the talented team at Ira, who developed a bespoke cultural narrative that informed the beautiful Māori graphic system. 

Weaving heritage, strategy, and audience together we built a refreshed identity.

I led the creative process: writing briefs, managing feedback loops with the agency, and guiding our in-house team through the process of onboarding and embracing the new brand. Together, we co-created the brand guidelines, building on existing legacy while defining a clear, refreshed path forward. Once we had this locked in place the creation mode began.