Wellington City Council

A brand strategy and identity to back up Absolutely Positively

Wellington City Council had a very well-recognised logo – Absolutely Positively Wellington – but beyond that, no defined brand strategy, design framework, key messages or style guide.

Following extensive research with management, staff and ratepayers, we assembled 20 key Council staff for an in-depth brand strategy session. This led to clear attributes, benefits, values, personality, and a uniting brand strategy for the whole of Council. The proposition “Embracing Challenge” is about pursuing the drive and belief needed to keep the city running, growing and succeeding, and created a rallying point shared across all Council teams.

The design idea was based on ‘a driven Council of many threads weaving together to create strength and unity’. The Council’s new visual strategy was flexible enough to apply across a large range of activities, topics, material and media, and spanned a redesign of the APW logo, imagery and layout elements, colour palette and typographic system.