HAKA WORKS

BACKGROUND   Haka Works was a company known for performing the Māori traditional ceremonial dance of Haka as entertainment at both informal and corporate events. However, they wanted to become known for the deeper meanings within Haka and share the knowledge of a beautiful ancient culture with respect for nature, bravery and ancestry at its core.

OPPORTUNITY   We identified an opportunity to present Haka Works as a company providing Transformative Corporate Culture Experiences, rather than just purely entertainment.  

RESULT   We created a visual and verbal library of elements based on the ancient stories of Māori culture that can be valuable to modern life and to growing successful leaders, teams and businesses. This gave Haka Works presenters the right words and visuals to articulate sometimes abstract or metaphorical stories of the natural world and their ancestry.  All elements contributed to the new brand, including a revised website which provided a platform for online workshops and a Haka Works Podcast. We then built a Haka Works Brand toolkit installed on CanvaPro which enables the team to easily create on-brand materials – brochures, presentations, social media posts, Podcast covers etc.  

BACKGROUND   Brew Club started out life as simply a place for beer enthusiasts to go and brew their own home beer, but research told us that 'Home Brew' had amateur connotations...  their utilitarian brand lacked colour and a clear tone of voice. 

OPPORTUNITY   Rather than just a place to brew 'home beer', we chose to elevate Brew Club's offer; 

'To empower people to learn and delight in the magic of craft beer brewing.' This idea was distilled down to the short and sweet 'Brew Happiness' – used as a customer-facing lead headline. Brew Club is now an innovative Brew-your-own Craft Beer Club with adjoining Tap Room.  

RESULT  Using simple, visually descriptive illustrative elements, we created a new language for Brew Club. It helped to demonstrate and simplify the process of craft beer making. All in the aim of attracting new audiences to classes and workshops. A new Brew Club Brand toolkit was then installed on CanvaPro which enables the team to easily create or update their own on-brand materials – social media posts, menus, brewing manuals, etc.  

BACKGROUND   Working with FutureBrand London as a Creative Director and as part of a talented team of Designers, we worked with Natwest for over 3 years developing all aspects of their brand.

OPPORTUNITY   To transform Natwest into a 21st Century brand that appeals to 21st Century customers. One that uses customer data intelligently for a more interconnected, value-oriented service and experience. To create a visual identity optimised for digital for simpler, faster and more cost-effective application. 

RESULT   A new brand idea: 3D banking. This key idea was the thread through all touchpoints within the brand. This included a logo reinvention, based on archive research that showed us that the original logo, created in 1968 was three dimensional – built of three interlocking cubes, representing the union of three banks. It’s now infused with new meaning – a symbol to stand for the bank’s three new strategic positioning: Personal, Intelligent and most importantly; Proactive.

BACKGROUND   Western Union is the world's largest money transfer company, they are in every country in the world apart from two – Iraq and North Korea. They owned Black and Yellow in the industry, but were in desperate need of a refresh. Equally, they were facing tough competition from start ups with cleaner reputations and more agile digital platforms.

OPPORTUNITY   To update Western Union from a faceless transactional company into a modern money moving brand that appeals to contemporary customers. To broaden Western Unions offer to include more lucrative global B2B services. 

RESULT   A truly inclusive brand for modern money movers anywhere in the world. We introduced both an illustrative and photographic style that relied on people, patterns and places from different cultures around the world. Retaining the iconic black and yellow colours was essential because a global roll out on this scale would be too costly to implement all at once. It was important for old and new to live together.