Brand Strategy and Market Positioning

Waitangi Treaty Grounds - Aotearoa's most important historic site

Having worked with Waitangi Treaty Grounds for a number of years supporting the marketing team with a wide range of design collateral, we were excited to be asked to develop a new brand identity for New Zealand's most important historic site and one of New Zealand’s most well-recognised visitor experience brands.

Working with Waitangi board members, staff, iwi representatives and customers, we developed an identity that integrated the existing logo while acknowledging the past and the future, the cultural and historical stories of both Māori and Pakeha, and the importance of Waitangi as a gathering place for Tangata Whenua for hundreds of years.

Through a series of workshops, we explored the voice of Waitangi.

Through facilitated workshops with staff at every level of the organisation, including the Board, we were able to build a picture of what Waitangi means to people, what it is - and also what it isn't - and design a brand story and messaging for both domestic and international markets. These workshops also helped the organisation to better understand key audiences through analysis and profiling (specific to its strategic direction) and design brand concepts to bring today’s Waitangi to life, while still honouring the past.

Level workshop

This project reflects our ability to develop a clear and unique brand identity, and in this case, one that sets Waitangi Treaty Grounds apart from any other tourism brands in New Zealand, or in fact, the world. From a foundation of strong consultation, the brand was welcomed by all key audiences, including international and domestic tourists, Northland residents and trade. Waitangi’s voice was also consistent and strong, its messages clear and simple and its brand easily recognisable.

Over the course of five years, we have worked with Waitangi Treaty Grounds on a huge variety of strategic marketing and communications projects, including their new brand, visual standards guidelines, digital and print advertising, wayfinding resources, resources for the onsite education programme, a new bilingual website plus a wide range of marketing collateral for both domestic and international audiences.