Aligning multiple Trans-Tasman government agencies to develop a shared brand story

We began by working with a stakeholder group gathered from a number of Trans-Tasman agencies involved in the project.

Our core objective was to develop an overarching brand and visual identity that supported a programme of activities that spoke to the success, value and future vision of the relationship between our countries – a gold standard internationally.

Engaging Ghost's Te Ao Māori creative partner to create a series of whakataukī allowed us to start to explore different creative territories that could apply to both countries. As government agencies on both sides of the Tasman would apply the branding to their own promotional work, we needed to ensure adaptability across different activities.

Using a whakataukī as the starting point allowed for a rich metaphorical territory to kick-start our process. Our explorations needed to be broad enough to ensure inclusivity across both countries, with concepts working for everyone, including Māori and the First Nations Peoples of Australia.

After exploring where the most fertile creative ground could lead us, we presented our directions to a quorum of the working group. Through a process of consensus, two territories were selected for further exploration.

Part of the brief required us to explore ways in which the two selected directions could be activated visually.

We had fun with this! We wanted to acknowledge the shared aspects of our cultures and looked to create events that highlighted the unique elements we share as countries that make up our identity.

Through the process of working alongside the stakeholder group from New Zealand Story, MFAT, NZTE, TNZ, TPK, DPMC and DFAT, an entity name and vision statement was selected; the night skies we share, and how we are uniquely bound by a set of common values.

The night sky & stars are both aspirational and metaphorical, while also speaking to our combined histories. Both indigenous peoples and settlers have used them for navigation, myth and story telling, with stars seen to convey hope and vision for the future.

The entity name & statement was further crafted into the final concept and accompanying assets; Forward Together, Celebrating the bonds that guide us.

Our deliverables included a final phase of work which required the output of a series of adaptable assets that could be easily distributed among Trans-Tasman agency groups.