Nonfiction – Creating Clarity.

New Zealand Design Week

A New Energy

Brand

Strategy

Identity

Campaign

Animation

Event Design

Deliverables

Brand strategy & identity, Brand guidelines, Campaign, Social & marketing assets, Video production

Client

Aware Group

Industry

Design & Creativity

New Zealand Design Week is a future-focused festival celebrating the creative energy of Aotearoa. Bringing together designers, thinkers, brands, retailers and the public, it explores how design shapes the way we live, work and connect.

We created a bold, living brand that elevates the value of design, strengthens the industry and positions New Zealand as a distinctive global design destination.

Brand Strategy

Our strategy positions New Zealand Design Week as an optimistic agent for change, built to inspire, support and grow design in Aotearoa. Guided by ‘A New Energy, A Living Spirit’, the brand champions optimism, diversity, connection and fresh perspectives, creating cultural, social and economic value for the entire design community.

Identity Strategy

The identity is a living framework: open, vibrant and evolving. Bespoke NZDW letterforms reference multiple design disciplines, becoming a modular graphic language that can scale, crop and transform across formats. Combined with a colour palette, the system feels accessible, energetic and distinctive while giving creativity space to take centre stage.

Campaign Strategy

The campaign turns New Zealand Design Week into an open invitation to discover design happening across Aotearoa. Bold colour, dynamic compositions and expressive NZDW letterforms create immediate recognition and momentum. Flexible messaging celebrates people, places, ideas and experiences, building anticipation while connecting a diverse national programme through one energetic voice.

Event Strategy

The event is designed as a platform for exchange, bringing disciplines, industries, cultures and audiences together. Exhibitions, installations, workshops, talks and a conference make design visible, accessible and participatory. By showcasing local talent alongside international perspectives, NZDW strengthens networks, stimulates opportunity and advances New Zealand’s standing on the world stage.