Navigating Change
Refining NZ was both a landmark and established part of the New Zealand and Northland economy for over 60 years. When the company announced its plans to convert to an import only terminal and end refining they were set with a challenge to bring shareholders and the community along with them.
Brand development for Channel started with the need to find a compelling and easily communicated brand promise and brand name for the new business. The brand needed to convey a future that New Zealanders could depend on, much like they had with the existing Refining NZ brand. bigfish created the brand and brand story to enable RNZ to position Channel with its shareholders and investors.
From here we worked with internal stakeholders, including their kaumatua to develop a brand style that reflected the work they do to Channel NZ’s energy and keep NZ moving.
