Human Resources New Zealand


Brand Strategy Design, Graphic & Digital Design, Website Design, Brand and Communications Strategy, Marketing, Print, Logo Design, Typography, Digital Marketing, Social Media Strategy


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.


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.

Wonderlab was recommended by a colleague and didn’t disappoint. They have great processes for discovering your brand story, and the creative skills to deliver. We’ve had excellent feedback. It’s modernised our organization.

Nick McKissackCEO HRNZ