The objective for this rebrand was to better position Radio New Zealand as a treasured New Zealand asset that reflects our identity and 'echoes our voices'. The current image was clouding the product, they had to overcome perceptions that their listeners were old. They also needed to minimize the confusion between the many business units that were not seen as part of the Radio New Zealand offering.
Creative lead Di Fuller worked in conjunction with me to develop a brand mark that would meet these communication needs and one that could be easily translated across building signage, reception areas, vehicle livery etc to name but a few.
Inspired by traditional carvings found on 'Nguru' (traditional Maori nose flutes) the Koru/wave motif became the chosen device to carry the new brand and reach wider New Zealander audiences.
