Creating a new brand identity for Davenports provided us with the opportunity to be very focussed on creating the most engaging online experience for their audience.

While creating the site map and wire framing key persona pathways we determined what journeys customers would be taking throughout the site. We discovered three main personas and pathways.

1. A prospect client reviewing Davenports credibility, services and expertise.

2. An existing client that was looking to book an appointment or to find contact details.

3. A prospect client coming from organic or paid search seeking advice in the form of articles and blog posts.

Our research had shown that there was a distinct lack of authorative legal content in the local online ecosystem. To this end we curated and consolidated some 150 articles written by the Davenports team to create an indexed and easy to navigate database. We ensured this section was laid out intuitively and featured a smart search bar as well as filter tags for popular search terms.

A congruent brand experience online anchors Davenports Law as a leading player in the competitive legal landscape. We built meaning into the brand and developed the most compelling way of visually communicating the brand essence and promise.

davenportslaw.co.nz

The Young Women's Christian Association, the YWCA, or as we fondly call it, the Y, is an organisation founded on Christian values, which has grown into a global community of girls and women from every faith, culture and belief system, all working towards a common goal – change for girls and women.

Active in New Zealand since 1878, the YWCA celebrates a long, rich history of challenging the gender status quo, but with this history comes the challenge of remaining relevant to today’s girls and women. Concerned with underlying stereotypes, while working with an outdated, inconsistent brand identity, the YWCA Auckland tasked Spruik with the challenge of redefining their brand positioning and developing a new brand identity for implementation across the Auckland region.

Through comprehensive research and various brand workshops it became abundantly clear that the YWCA has grown, adapted and changed throughout history, and will continue to do so into the future. This adaptability creates a diverse cross-section of audiences and stakeholders in which they speak to. By developing clear audience personas, we were quickly able to pinpoint commonalities, which then informed the development of their brand essence – For every girl. For every woman. For every right.

The brand essence not only respects the YWCA’s history, it formed the foundation for us to build an engaging visual identity, which was anchored around the core concept of equality. Through dual graphic elements; a colour palette representative of both women and men; contrasting typography; and intersecting imagery and content, we have built an identity which is not only flexible, but also represents the impact the YWCA makes for the girls and women of New Zealand.

ywca.org.nz

Davenports Harbour Lawyers is a long established and dynamic legal practice based on Aucklands North Shore. While the practice has grown significantly in recent years the directors felt that there was a disconnect with their current brand positioning and were not maximising opportunities in an evolving marketplace. We were tasked with researching their current brand and creating a strategic plan to better connect with their audience.

Our first step was to perform an extensive brand audit where we ran a series of workshops with key stakeholders to discover more about their business and their unique offering and ethos. These workshops were essential to establish the foundations of a new direction that resonated fully with their prospective client personas. From our research it was clear that a name change from ‘Davenports Harbour Lawyers’ to a more succinct ‘Davenports Law’, would be the first move towards a more refined look and feel.

When creating an identity, the logo is always one of the key design considerations and Davenports Law were no exception. Their identity is now conveyed through a minimalist treatment across all design elements, while the use of a traditional serif typeface conveys experience and wisdom – which speaks to their clients desired outcome state which is defined as – peace of mind.

A contemporary design twist was achieved by actually employing a traditional technique, a monogram and splitting the logo in chosen applications. This adds a definitive aesthetic point of difference to their identity and is representative of Davenports dynamic and progressive attitude. A supporting palette of complimentary tones and imagery were also developed to be reflective of the core brand ethos and to engage with the desired audience.

As well as the visual aspects of the brand we guided Davenports through a comprehensive brand evolution process to position the company as the truly unique organisation that it is — one that every team member is proud to be part of and where their clients key outcome state is satisfied which in Davenports case was Crafted Legal Advice For Peace Of Mind.

Every aspect of the brand evokes the harmonious feeling that grows out of the Davenports team’s shared passion for crafted legal advice combined with an easygoing, friendly approach. The new brand strategy defined their strategic differentiators, essence and brand architecture which was previously haphazard. The new name is easier to remember, the tone of voice and copywriting is warm, welcoming and customer-centric. The visual language is brought to life through a dynamic brand identity system that brings you into Davenports world.

davenportslaw.co.nz

Auckland Foundation are a not-for-profit organisation that enables donors to support causes they care about. Their aim is to inspire and unlock a movement of impactful giving by generous Aucklanders, for Aucklanders. Previously named Auckland Communities Foundation, Auckland Foundation came to Spruik to help develop a new brand identity for their new name.

The brand needed to portray Auckland Foundation's vision of 'Generosity making a better Auckland', while also reflecting their brand values. It needed to be encompass the diversity of Auckland – regions, cultures and people – as well as the diversity of giving opportunities. The brand also needed to resonate with professional advisors that Auckland Foundation works with – law firms, investment advisors, accountants, and the like.

The plus sign is a symbol of addition, positivity, growth and generosity, all sentiments which relate to Auckland Foundation's values and their vision for Auckland. It is a symbol that clearly represents the brand’s core ethos as well as the services they provide. Coupled with four contrasting brand colours to represent the four potential giving opportunities to grow a better Auckland – Live Well, Enjoy, Nurture and Celebrate, we have created a flexible brand eco-system.

Different logo variations and colour schemes can be used to represent different funds, appeal to different target audiences and provide visual contrast across various brand collateral. When paired with modern typography and the use of local, people driven imagery we help to solidify the friendly and approachable nature of the Foundation.

aucklandfoundation.org.nz

Following the dissolution of the partnership between ADSEL AV Speciality and ADSEL Electrical. ADSEL AV Specialty approached Spruik to assist with the development of a new name and brand identity. As ICT and AV specialists, their scope of services demands flexibility, so their new name and brand also needed the ability to grow and adapt across both the commercial and residential sectors.

With a unique service offering, ADSEL AV Speciality needed a name and brand that would differentiate them in a saturated market dominated by industry buzz words, uninspiring names and one-dimensional brands. It also needed to appeal to a range of audiences including architects, property developers, project managers, builders, home owners and suppliers – while also providing a platform for business growth.

Skopik – derived from the words scopic and scope – is to have a diverse but comprehensive offering, which is exactly what the team at Skopik offer their clients. Their range of services are an integral part of their brand positioning and unique selling proposition, and are what drove the rationale behind the new name and brand identity.

Creating a name that steers clear of industry stereotypes and focusses around a clear concept allowed us to build a flexible, multi-dimensional brand. Featuring a logo formed from individual components, representative of the different services offered by Skopik, dual colour palettes for both the commercial and residential sectors and custom iconography built from the various parts of the logo, we have created a brand for the future, that can be easily adapted across a wide range of applications.

skopik.nz

Eighteen has always been a turbulent time. There’s always been a whole lot of questions attached to that age bracket, but right now it feels like young women are living in an increasingly insane era. A mental health crisis, social media pressure and intergenerational change are just some of the issues facing the young women of today. Not to mention the ever-present issues of body image.

The YWCA knew that the girls they work with are tired of seeing one-dimensional, inaccurate representations of themselves in the mainstream. So, as part of their ongoing mission to raise the voices of every girl and women, 18x18 was born. An exhibition celebrating the voices of eighteen Auckland girls on the brink of adulthood. Spruik was tasked with helping to bring the stories of these girls to the public through a range of collateral.

Driven by the passionate team of Verity, Susanne and Coco at the YWCA, 18x18 is a riot of turbulent, exciting and daunting experiences. The heart of the exhibition consists of eighteen sets of images for each of the eighteen girls, shot in each girl's bedroom and then the surrounding significant places in their home. The heart of the marketing collateral was the exhibition book, which documents each girl’s story. Through its honest, gritty and gorgeous storytelling, it celebrates and challenges the stereotypes of youth.

We wanted the images so beautifully captured by Susanne and Coco, and the words so beautifully recorded by Verity, to be the focal point of all collateral and not be lost with extraneous design elements. We wanted each young woman's personality and story to shine through. Their concerns, fears, hopes and dreams are talked about in an honest matter of fact way, and we wanted to honour this by ensuring the design was also honest and matter of fact.

ywca.org.nz

IT can be a dangerously generic service and a lot of IT companies fall into the trap of presenting a generic name and visual identity to market, resulting in an industry full of the same-same. With consistent business growth since inception and the drive to continue growing, Mint IT – a managed IT service provider for mid-to-large sized organisations – didn’t want to fall into that same trap. Following an initial Brand Audit Workshop, there was consensus that the current name and brand didn’t truly represent the business and didn’t provide cut through in a cluttered and generic market.

We wanted to draw attention to who Mint IT are as service providers, and away from the specific services they provide. We wanted to build a story, which would resonate with their customers by weaving their company culture, standards, and expertise into every brand touchpoint. Therefore, allowing them to elevate their brand beyond services and pricing.

Both Brains takes pride in their ability to provide leading-edge, high-value technology solutions with an easy-going, ‘no-tech speak’ tone of voice. As digital natives, they understand the complexities of modern business IT, and want to help simplify that complexity. These opposing, yet complementary sides of their business and personality are what inspired their new name.

By being both visually and aurally evocative, Both Brains provides a strong platform to sell the company and brand, not just its services. It will not only help to gain new clients, but retain and develop existing clients.

bothbrains.com

There is a pressing need for a strong voice for young New Zealand women; from issues of safety and equality to self-esteem and opportunity. Following the success of the YWCA’s rebrand and the 18x18 project, the Y decided to create an annual programme celebrating Aotearoa’s young wāhine toa movement – The Y25. The initiative strives to bring together 25 of Aotearoa’s most driven young female changemakers under the age of 25, who are raising awareness, showing strength and progressing us towards a better New Zealand.

The launch of the Y25 provided another opportunity for Spruik to explore how the YWCA brand could be developed across a range of print and digital collateral. We needed to help drive the search for these inaugural female changemakers – whose notable positive impacts deserve to be celebrated, and for them to have the opportunity to participate in the Y25 Hui event.

The campaign culminated in the Y25 book, which shares and celebrates each wāhine and their ‘why’. The words, ideas and energy of the 25 changemakers, bound together in a book, demonstrates both in content and design how much the Y is changing. The book surpasses the need for an annual report, providing value as an enduring artefact, well-received and engaging for members, stakeholders and new contacts alike.

With a rich and illustrious 30-year history, Kitchens By Design is an industry leader in terms of kitchen and bathroom design in New Zealand. When they initially approached Spruik to assist them with their marketing strategy, it quickly became apparent that their premium, high-end offering was at odds with their brand identity. This disconnect between their brand positioning and brand identity would hamper any potential marketing endeavours and needed to be addressed.

Following a comprehensive brand workshop, it was clear Kitchens By Design needed a new brand to better portray the premium nature of their business. The new brand needed to speak to their mature audience and portray Kitchens By Design as a design-led kitchen studio. A place where qualified, award-winning kitchen designers provide bespoke solutions to suit the lifestyles and needs of their clients. A place where every step of the design, manufacturing and installation process is handled with meticulous care. A place of true kitchen craftsmanship.

Kitchens By Design are the masters of their trade and provide a service that separates them from their competitors. Their quality of design, exquisite use of materials and commitment to their craft goes above and beyond customer expectations. They're not simply Kitchen Designers, they are Kitchen Artisans.

With this in mind, we took inspiration from the Middle Ages and created Kitchens By Design a KBD monogram. A monogram was a way in which artists claimed their art and we wanted to give Kitchens By Design the ability to claim their ‘art’ – their kitchens. Through the use of the monogram and individualised colour palettes for both the designers and each of their kitchens, we’ve created a flexible, unique and luxurious brand.

kitchensbydesign.co.nz

Research shows that when we invest in women and girls, we invest in stronger, more stable families and communities. The Women’s Fund was founded by Auckland Foundation as a means to raise money, and through granting, make a lasting impact for women in and around Auckland. From encouraging leadership and confronting barriers, to helping women excel through financial independence, education, careers and transition points in life, the Women’s Fund provides support to women from all walks of life.

With the potential for growth outside of Auckland Foundation through local community foundations, the development of a sub-brand was deemed necessary. Spruik’s challenge was to develop a creative solution that would not only work in conjunction with the Auckland Foundation brand, but also stand alone independently.

The plus sign is an integral part of the Auckland Foundation brand. It’s symbolism for addition, positivity, growth and generosity are all sentiments which also relate to the Women’s Fund. The plus sign coupled with the O within ‘Women’s’ creates a connection to the Auckland Foundation brand, while also representing the Venus symbol, which denotes nurturing, infinity and continual giving.

aucklandfoundation.org.nz/womens-fund

The Hauraki Gulf has huge importance to Auckland communities. For many, the Gulf is the symbol of the city. But it is far from pristine. It needs protection. As part of Auckland Foundation’s new strategy, which has a strong focus on strategic partnerships, the Hauraki Gulf Regeneration Fund was established to enable generous Aucklanders and New Zealanders to support vital work being done to restore the health of this special habitat.

The long-term goal of the programme is to restore 1,000 square kilometres of shellfish beds and reefs to their former glory. Auckland Foundation is to act as the NZ fundraising lead, as well as actively participate in promotion and education. As part of this promotion, Spruik was tasked with developing a landing page to capture donations, along with producing marketing collateral to help facilitate, educate and attract the right audience to participate in the ambitious efforts set out by the programme.

Every piece of marketing collateral needed to be inline with the overarching Auckland Foundation brand, but also needed to provide the fund a distinctive visual language and tone of voice. Working closely with the team at Auckland Foundation, we crafted clear and concise copy that would grab the attention of their audience and help tell the story of the Hauraki Gulf Regeneration Fund. This copy was used throughout all marketing material, including the website landing page.

aucklandfoundation.org.nz/hauraki-gulf-regeneration-fund

The relationship between a mother and an obstetrician is a relationship built on trust, which is something the Auckland Obstetric Centre excels at providing. They understand that pregnancy is an exciting and life changing experience and want to offer every client and their baby the highest standard of pregnancy care.

From early pregnancy through to birth and the postnatal period, including having a paediatrician onsite, AOC offers a comprehensive suite of services. Close links with midwives, obstetric physicians, physiotherapists, lactation consultants and maternal mental health support, enables them to deliver a consistently high-level of service.

With a long-standing relationship of more than a decade, Spruik was entrusted with the initial brand development for AOC and continues to manage all ongoing marketing initiatives. From information packs and medical directory listings, through to magazine ads and gifts for new mothers, we are continually considering what’s best for the Auckland Obstetric Centre brand.

Their speciality and credibility of knowledge has to be communicated across every brand touch-point, while also remaining fresh and relevant. We achieve this through annual reviews of the brand collateral, and making adjustments as required, to ensure the AOC brand is continually growing and adapting.

obstetrics.co.nz

With over 135 years of history, NEFF are pioneers in the cooking world. When NEFF finally reached the shores of New Zealand, Spruik was assigned as the agency to help bring it to life within the New Zealand market. As passionate cooks themselves, NEFF’s brand positioning is unique and different, which provided the perfect platform to help launch the brand.

With a strong global presence, well-established brand guidelines and an engaging brand slogan – ‘cooking inspires people, people inspire us’ – our goal was to engage New Zealand consumers with NEFF’s brand philosophy, while never losing sight of their passion for food, and its power in bringing people together.

NEFF’s successful launch into the New Zealand market consisted of a scrumptious NEFF feast prepared by Ray McVinnie, event collateral including a hand-made, branded spatula and a raft of general marketing material to help with NEFF’s activation. We now continue to work as NEFF’s New Zealand agency and ensure the consistent visual management of the brand across various touchpoints.

Spruik’s ongoing challenge is to ensure NEFF’s philosophy of inspiring people through their collateral is maintained. This is achieved through consistent implementation of their comprehensive brand ecosystem. This ecosystem consists of colours and textures that appeal to the senses, alongside socially driven cooking scenes featuring delectable food and strategically placed products. These compositions are then carefully paired with playful font choices and hand drawn illustrations to complete the picture. All of these details collide to create engaging content that help build a story, which is deliciously NEFF.

Following a comprehensive brand identity update to reposition Kitchens By Design as one of the premium kitchen design studios in Auckland, Spruik was tasked with the design and development of their new website. As the first point of contact for many customers their website needed to showcase their portfolio of exquisite kitchens and act as an initial sales tool.

Consolidating information and identifying key user pathways was an integral part of the initial planning stage to ensure relevant information was easily accessible, while creating an elegant and luxurious digital store front. An intuitive and easy to use CMS was also required to ensure new content, such as recently completed kitchens, could be loaded quickly and efficiently.

Beautifully considered, fit for purpose design is the cornerstone of Kitchens By Design, so with this in mind we wanted their new website to celebrate the finer details and craftsmanship of the kitchens themselves. Through the use of stunning, high-quality photography and thoughtfully crafted project stories, we wanted to drive enquiries by clearly demonstrating how special a Kitchens By Design kitchen truly is.

A clean, minimally designed interface reinforces the brand positioning, along with an easy to use navigation bar, which directs users down clearly defined pathways. Subtle rollover colours are unique to each kitchen and follow through to editorial style project stories. Emphasis on the designers and their profiles are evident throughout to reinforce Kitchens By Design’s point of difference and the indirect call to action ensures the tone of sophistication is not lost in the sales process.

kitchensbydesign.co.nz

When creating a retail campaign for Canon following all the uncertainty from 2020, Spruik saw the opportunity to create an experience for customers that is relevant to the current climate. Instead of fighting the reality of our new normal, we conceptualised an engaging, grounded Kiwi summer narrative. With lives and routines having been uplifted, and New Zealand’s boarders closed, this campaign would encourage Kiwi’s to embrace our New Zealand bubble and focus on supporting our local economy and tourism industry.

With the opportunity to encourage Kiwi's to explore their own backyard this summer with Canon, we developed a strategic campaign with the ethos of ‘explore your own backyard’ and ‘capture summer.’ This was implemented predominantly through a summer themed photoshoot, paired with call to action statements such as “$50 cash back … which you could spend on a weekend campaign trip.” All touch points show how Canon can be relevant to customers capturing their Kiwi summer memories.

By depicting quintessential Kiwi summer activities, people can imagine themselves in the campaign narrative. This allows them to see how they could use the money they receive from the cash back offers, or the prizes from the Ultimate Summer Adventure Pack, on their summer activities and adventures.

The overall objective of the campaign was to drive customers to purchase Canon products over their competitors – driven by playing into customers desire to give back to the local economy, as well as their need to save money to spend elsewhere.

The difference is Gaggenau. With this brand promise, Gaggenau clearly positions themselves beyond the ordinary. Their commitment to exclusivity defines how their brand thinks and acts in the design space. Based in Munich Germany, Gaggenau has been crafting metal for over 300 years and is a leading innovator in appliance technology and design.

In New Zealand, Gaggenau has chosen Spruik to create and manage all of their design and production requirements across a range of touch-points. Our challenge is to ensure there’s absolutely no compromise on quality, and to further encourage the extraordinary. These values are reflected in every single one of their appliances and their marketing and design collateral should be no different.

For Gaggenau, touch is the embodiment of their brand values. High-quality materials and printing techniques are used in order to bring to life the essence of the Gaggenau brand, not just visually but also tangibly. The Gaggenau Range brochure is an excellent example, which exudes luxury and brand promise.

We’ve also had the opportunity to work with Gaggenau on a range of projects including the New Zealand 333 Experience, which featured 3 chefs, from 3 different regions, creating 3 spectacular courses each, to celebrate 333 years of Gaggenau. This experience was a culinary sensation and we had the pleasure to design everything from invites, menus, EDM’s and a micro-site, right through to seating plans.

Through our ongoing brand management, we strive to embody the Gaggenau aspiration of extraordinary across every brand touchpoint to ensure the difference really is Gaggenau.

As an established business of nearly two decades, Industrial Plastic Shapes began as an importer and distributor of high-quality plastic sheets. Over the years, the business has grown and adapted, incorporating new product lines and venturing into new industries. Due to this ongoing growth, IPS now represents a range of well-known brands that are a key selling point for their customers, but unfortunately overshadowed their own brand identity in the process of representing other brands.

With the intention of appealing to both a younger market and visually driven industries such as architecture, IPS asked Spruik to develop a fresh, conceptual and cohesive brand that presents a professional, well-crafted face to their adapting market and sets them apart from their competitors.

In order to develop a unique selling proposition for IPS, we reviewed their core values, researched their target audience, analysed website insights and took part in discussions about how the team at IPS feel about the business. Through this research we established that IPS offers a start to finish service by taking care of everything from sourcing to cutting. This insight informed the overarching concept of ‘the whole is greater than the sum of its parts’, which created the foundation for the new brand.

The new logo was designed with a line circumnavigating the letters to represent the whole, while the individual letters represent the parts and fit together to form a square, which is indicative of the plastic sheets IPS specialises in. The concept is reinforced further through the development of a new brand statement, ‘Sheet to Shape’, which helps summarises the customer journey. This statement along with the logo and additional design elements has resulted in an adaptable, modern brand with a modern context.

ipsnz.com

Skopik – derived from the words scopic and scope – is to have a diverse but comprehensive offering. With a name that steers clear of industry stereotypes and focusses around a clear concept, Skopik required a website that also set them apart from their competitors, while communicating their wealth of industry experience. It needed to position their service offering at the premium end of the scale and appeal to a range of audiences including architects, property developers, project managers, builders and home owners.

Due to this diversity of audiences, a comprehensive site map and wireframes were required to help define clear user journeys. During this development it became apparent that all user journeys could be separated into two core customer personas – one that was seeking residential information, and the other commercial.

To address the needs of the residential vs. commercial customer, we created a dual screen landing page which immediately asked which journey the customer wanted to go down. Both the residential and commercial sides of the website follow the same structure for continuity but were re-skinned in the colour ways associated to each and were populated with industry specific information.

A friendly tone of voice was used throughout the site to help customers understand Skopik’s complex service offering. Downloadable resources were another successful feature to provide customers with additional knowledge, as well as helping to position Skopik as industry leaders and ultimately secure more enquiries.

skopik.nz

Dobbie Engineering was established in 1990 as a mechanical engineering consultancy, aimed at serving process industries to ensure they always have reliable and productive plants. They initially approached Spruik to design and develop a new website, but through the workshop process it became apparent that the current brand was no longer aligned with their positioning and business growth plans.

This conclusion led to a project re-scope and we embarked on a comprehensive rebrand to provide a more modern, adaptable brand, with the website being an integral deliverable. Further workshops and research resulted in the simplification of their name to just ‘Dobbie’, instead of ‘Dobbie Engineering’. This was due to the fact that their clients and industry affiliations already commonly referred to them as just Dobbie, and it provided a more consistent proposition to market.

We still wanted to honour their original name in some way though. This informed the creation of the stylised D E emblem, which also represents the mechanical aspect of their business and sits alongside their Dobbie word mark.

Following the initial logo development, we then continued to build the larger brand ecosystem, which consists of a grey and yellow dual toned colour palette, representative of the cold grey mechanics and the bright outcomes of the industries and plants that they service. This framework rolls out across all brand collateral and provides a solid foundation for future business growth and marketing initiatives.

dobbie.co.nz

When it comes to protecting your assets and family, you can't buy better than a Dominator Garage Door. Part of the B&D Group, Dominator is the premium garage door brand for New Zealanders. Unfortunately their premium offering wasn’t being clearly communicated across their collateral.

B&D approached Spruik to help with the repositioning of the Dominator brand. The key goal was to create clear differentiation from their sister brand, Garador, in both visual language and brand messaging. To do this they needed to present a cleaner, more sophisticated brand to market, which would appeal to both their male and female customers. This was an integral consideration due to the fact that aesthetically driven decisions for the home are predominately made by female customers.

This resulted in the removal of the heavy blacks and greys, which were previously prominent across all Dominator collateral, and the introduction of more white and red. We also put more emphasis on beautifully shot pictures of the home, to show the visual impact of a well chosen garage door. We wanted to pair both the form and function of a garage door to hit both the male and female customers.

Coupled with their slogan, ‘Home Safe Home’, the Dominator repositioning has been a success and has helped to achieve clear market differentiation from the Garador brand. We now continue to manage all ongoing marketing initiatives for the B&D Group including collateral design, production, merchandise and traditional advertising.

Due to their new name, brand identity and redefined organisational goals, we were presented with the opportunity to give Auckland Foundation’s website a complete overhaul. Often there is confusion about the services Auckland Foundation provide. To address this issue with the website, we needed to understand the various user journeys to ensure we provided a platform that includes key information for people donating, people applying for grants, and people working in professional advisory roles.

The website needed to clearly explain what they do; the options available for people wanting to give; the process required for grant applicants; and to also celebrate the incredible work they achieve within the community. Donors required an easy to use portal to make one-off donations or recurring donations to various funds, grant applicants required easy to use application forms, and professional advisors required informative resources for the benefit of their clients.

Through thorough testing of their existing site we were able to identify common pain points, which then helped to build a more intuitive user experience. We identified pages that were redundant and worked closely with the Auckland Foundation team to structure a clear site map for different users, enabling quick access to relevant information.

Using a robust, highly customisable and easy to use CMS, the Auckland Foundation team can edit, add and adjust pages, as and when required. This has resulted in a site that outperforms their old site in efficiency, customisation, site speed and usability.

aucklandfoundation.org.nz

Selling a business often signals the end of an era, but it can also present an opportunity for reinvention, which is exactly what happened when one of Adelaide’s oldest companies – ES Wigg & Son – sold its core envelope manufacturing business to NZ based, Candida Stationery. Now referred to as simply, ‘Wigg’, Candida Stationery approached Spruik to redesign the Wigg brand to signify this new era and to align the business with the overarching Candida Group positioning.

As a family owned and operated business since 1849, Wigg are Australia’s premiere envelope manufacturer. Their products range from standard envelopes found in the store to more bespoke solutions such as charity mailers for the Salvation Army, Express Post envelopes for Australia Post and direct mail outs for the likes of American Express, Foxtel and Reader's Digest.

Their history and expertise within the industry firmly positions them as more than just envelope manufacturers – Wigg are envelope craftsmen. With this sentiment in mind we went about building a brand that honoured and celebrated their history, while also placing them within a modern context.

The word mark is housed within an envelope tab graphic, with a set of tagline variations – ‘envelope craftsmen’, 'established in 1849’ and ‘a Candida Group company’. Historical photos are paired with contrasting geometric patterns and a muted, natural colour palette is a nod to both their legacy and the organic nature of the paper used for their products.

With over 25 years’ experience, Ezi Car Rental are one of New Zealand’s largest 100% Kiwi owned and operated rental car operators. They endeavour to offer the very best car rental experience by providing quality cars, undeniable value and service that they’re truly proud of.

Spruik has been working with Ezi’s internal marketing team to provide a more structured visual framework for their brand and marketing collateral. This has involved redesigning core collateral pieces such as their contract folders, trade manuals, internal office signage and external ad campaigns.

We’ve also provided more strategic direction for larger campaigns and product launches, such as their new travel app, Ezi Travel. This project involved providing feedback on the user interface of the app as well as a range of marketing collateral to support the launch of the app including flyers, posters and pull-up banners.

ezicarrental.co.nz

Bosch Home Appliances believes it is the strength in their identity, which has instilled lasting trust among their consumers. Aesthetically appealing and technically crisp marketing material is expected from a company like Bosch, and protecting their brand identity is considered a top priority. Especially when launching exciting new products and technologies at a global scale.

As Bosch’s New Zealand agency, our challenge is to help manage and protect the Bosch brand within the New Zealand market. An integral part of our brand management is to implement creative design solutions while ensuring all material is cohesive, promotes the Bosch tone of voice and adheres to the strict brand guidelines. “The brand is not an accessory; it is the main point.” – Robert Bosch.

With a 10 year relationship, we have grown and adapted with the Bosch brand to create sustainable and creative solutions. By following their brand ethos of innovative design and precise German engineering we ensure every touchpoint reflects Bosch’s high standards in the mind of the consumer and our strict implementation guarantees a clear, consistent brand identity. This level of commitment has helped build a high level of trust over the years.

We manage projects end-to-end, including concept creation, design implementation, copywriting, digital marketing, media buying, print management, video production and consumer promotions. We also have warehousing capabilities to store and dispatch specific promotion and marketing material as required. By offering a comprehensive suite of services we help Bosch to build their brand and operate efficiently.

In a highly competitive retail environment, where price often has the biggest purchasing power, developing an engaging retail promotion for the sale of printers is a challenging prospect. It was a challenge that Spruik was happy to embark on when Canon approached us with exactly that brief though.

Aimed up people setting up their home office for the start of the year – be that for kids returning to school or parents returning to work – the campaign needed to appeal to a wide range of people. It also needed to highlight the 2 core components of the campaign – cash back when purchasing products and the chance to win a brand new Toyota RAV4 Hybrid.

The creative brief was to ensure there was a connection with the cash back product offer and the car giveaway offer. This led to the development of the Cash Back Key Rings. The key rings provided a consistent connection with the car giveaway, a strategic space for campaign messaging and the ability to add individual personalities to each key ring to appeal to the different customers – mum, dad and the kids. This led to a campaign that was bold, colourful and provided strong visual cut through within the generally cluttered retail environment.

Top-notch customer service, efficiency and commitment to a job well done are integral business objectives for the Post Haste Group, and all of these objectives are heavily reliant on their staff. Consisting of an extensive work force of permanent staff and individual contractors across the country, the Post Haste Group have been recognising a job well done for quite some time with their Good Buggers staff engagement programme. Unfortunately the programme had stopped being actively promoted internally, so there was a lack of understanding as to how one becomes a ‘Good Bugger’.

To increase engagement with the programme, educate staff around customer service expectations and create a friendly level of competition between branches, we were tasked with designing a new brand identity and strategic campaign to re-start the Good Buggers programme. It needed to be fun, bold, and communicate the fundamental basics of how to achieve the esteemed title of a Good Bugger.

Due to the educational nature of the campaign we turned to an integral part of everyone’s education for inspiration – the alphabet - by creating the ‘A to Z of Good Buggers’. The key component was a personalised launch pack for each staff member, consisting of a personalised coffee mug that featured the first initial of each staff member, their very own A to Z campaign flyer and a Good Buggers information booklet.

The new brand and campaign launch was an instant hit with staff, with engagement rates and business results at a record high. We also helped to acknowledge the recipients of each award by creating customisable certificate packs and producing an internal quarterly newsletter.

The Post Haste Group are a predominately business to business courier service, but their service offering Pass The Parcel provides the simplicity and efficiency of B2B courier services direct to consumers. Leveraging off the Post Haste network of couriers they pick up direct from your door, don’t charge extra for rural delivery and send you free courier bags. Unfortunately a lot of consumers don’t know who Pass The Parcel are, or the level of service they offer, so we were tasked with raising brand awareness by highlighting these unique consumer benefits.

All of these benefits aim to simplify the parcel sending process, as no one likes difficult, but everyone loves simple and easy, and what could be simpler or easier than sending a parcel with Pass The Parcel? To promote this top-notch service we told the story of Kelly, Jenny and Nick – everyday parcel senders who have gotten into a bit of strife by not using Pass The Parcel. By showing their problematic situations we highlight how Pass The Parcel could have made their parcel sending experience a lot simpler. Kelly should have ordered free courier bags, Jenny should have organised direct pick up and Nick should have utilised free rural delivery.

Through bold use of Pass The Parcel’s brand colours as backdrops and hyperbolic interpretations of Kelly’s, Jenny’s and Nick’s parcel sending problems, we have created engaging visuals, which were utilised across a range of platforms. These provided Pass The Parcel a distinct point of difference within the generally corporate courier market and highlighted their core brand promise – Sending Made Simple.