I developed a new Brand Strategy and Positioning Line for this iconic 150-year old event. Then (in collaboration with talented designer Grant Pascoe from Marshmallow websites) we created a fresh new Games logo, website and overall Brand Communication ‘look and feel’. I also recommended the introduction of a special sponsored Games Day event for the kids – called the Clan Club.
I was approached to create an overriding theme with accompanying imagery to lead a combined proposal being put forward to the Provincial Growth Fund by Bream Bay Maori and the Waipu Caledonian Society Trust.
Initially engaged in a mentoring role, I encouraged soap maker Allie to build a brand based on collaborating with clever local artisans around New Zealand on a regional basis to give her product range a unique and competitive edge. I was later invited onboard to bring the concept to life with the first Regional range being Northland themed. I created the “Natural choice around here” Positioning Line, along with the pack design and the expression “A little bit us… a little bit you” to reinforce the specialist collaborative product offering.
Out of adversity came opportunity. Waipu’s traditional New Year’s Day Highland Games were cancelled mid 2020 because of confusion around Covid-19. So, I suggested that the opportunity be taken to use the first day of the New Year (following a very crappy Covid-fueled old year) to invite the whole community to come along, care for, look after and entertain each other – with all profits going to local charities. With the support of the family of John Clarke (Fred Dagg), thousands of people “got in behind’ the idea and the day was a huge success.