Human Resources New Zealand
Client
Work
Brief
It was time for change at the Human Resources Institute of New Zealand, but the new direction was up for debate. As NZ’s only professional body representing this sector, their issues needed to be understood and consolidated before being rectified.
The project
Rebrand and revive
Discover what’s wrong
Find true purpose; a brand without a meaning or direction cannot resonate or endure.
Better reflect the true face of members and embrace diversity.
Think young to stay sustainable with new graduate members.
A classic brand image problem
The prestige of the blue suit of yesteryear was no longer appropriate for HRNZ. In fact it was working against them. Their irrelevant brand was leading to members assuming the organisation was irrelevant too.
Listen well
They talked and we listened hard to what they said. And harder to what they didn’t say. Direct questions poked at the facts, word and photo associations prodded at the emotions.
Discussions and online polls were digested and translated into a brand strategy story and guiding brand principles. The words and pictures of a new brand grew from here in a seemingly obvious way for stakeholders.
Outcome
Younger, fresher, renewed
New name, new brand, new thinking
Shedding ‘Institution’ from their name opened the doors to a fresh new brand across all their collateral.
New look conference
No blue suits here! Younger professionals were the target audience and the event design had to reflect the diverse demographic.
New online presence
Website and social media campaigns (LinkedIn and Facebook) to drive membership and event attendance.