Consistency through application.

Client: Mighty River Power.

In 2012/13 we worked with Mighty River Power to develop their brand positioning and visual identity in order to tell an integrated story - from generation to supply – tailored to the needs of corporate, community and internal audiences. To ensure the consistent application of the brand, detailed guidelines were developed.

We recommended the guidelines be created as an updateable website to ensure they catered for a living brand with an evolving visual identity. An on-line portal was developed, securely accessible by internal staff and external suppliers, that detailed the brand story and architecture as well as the visual identity, explaining how to apply the brand assets such as the logo, fonts, colours, icons, illustrations and graphics.

These e-guidelines also expressed how to apply the brand elements to communicate consistently and effectively to the various types of audience: corporate, community and internal. And as new applications are completed, they can be added to the site to help guide the consistent application of future executions of the brand.


Blog Posts. Thought-leading insights.

19 Feb 2019 by Steven Giannoulis

Principled brand decisions

Developing a brand strategy means making a number of significant decisions that drive multiple aspects of an organisation. Working with clients, my aim is to agree brand principles upfront that help leadership teams...

13 Nov 2018 by Brian Slade

Brand perspectives

An early brand project risk analysis on all possible perspectives can save a bunch of rework, awkward pauses and electrical appliance analogies! (Keep reading and all that will make sense!) Working with a regional...

09 Oct 2018 by Mike Tisdall

What exactly is 'brand'?

It’s just one of those words, isn’t it? So open to interpretation. So dependent upon the predisposition of the listener or reader. Even after all these years in the branding and communication game, there are...