Porirua is now a city on the rise, but for a time, its growth had been held back. After years of inconsistent communications and siloed activations, Porirua City Council were running low on positive brand equity. Battling outdated perceptions and suffering from a lack of unity between suburbs and council assets, Porirua had a jumbled brand identity and no cohesive vision for what they wanted to be.
There wasn't a clear sense of who Porirua was or what it stood for. Nā te utu a ngā tangata whenua i ētahi o ngā utu tiketike rawa o te whenua, kua tīmata tēnei kore ōritetanga ki te waiho i tētahi tāwara kawa. I hiahiatia e te taone to rātau tohu kia whai tikanga tētahi mea; he pūrākau kia whiwhi te katoa ki muri.
We embarked on a rigorous, customer-led process of engaging with a wide variety of people: residents, community groups, local businesses, iwi, city councillors and potential visitors to uncover what made Porirua unique.
Kotahi te taone, kotahi te huarahi
Me whakakotahi ngā wahi o waho ake o Porirua mā tētahi kōrero takitahi. I hiahiatia e te taone tētahi pūkenga whānui kotahi – he mea nui ake i te kaunihera anake.
Nāu te whiwhi
Workshops revealed a overwhelmingly welcoming attitude among Porirua's people, which became the cornerstone of the new brand.
Te POV Porirua
The brand photography offers an authentic taste of the Porirua City experience, capturing the welcoming spirit of the locals first hand.
Tautuhi ana i te oro
Every time Porirua City Council communicates, it's an opportunity to make an impression. Mā te reo tākaro, kōrerorero hoki e āwhina ki te whakarite he pai.
Te whakakotahi i ngā takahanga
I whakatūria tētahi kāhua mōhiotia hei āwhina ki te whakakotahi i tētahi maramataka o ngā takahanga e whakaritea ana e te kaunihera.
Wayfinding built to unite & flex
He nui te mahi a te waitohu ki te hoatu tuakiri ki tētahi taone. For Porirua it served as a great opportunity to make visitors feel welcome, for residents to see the value council provides, and unite the internal business units as well as the different villages or suburbs across the city.
Tūhuratia a Porirua
Instead of a plethora of brochures and pamphlets to promote Porirua, we united them all into a quarterly publication that keeps visitors and residents up to date with the latest and greatest attractions and things to do in the fast growing city.
Our Porirua video series
In each episode a Porirua local gives a tour of their favourite spots. Together they reflect the diversity of Porirua's residents and showcase the welcoming atmosphere of the city first hand.
"He nui te toenga o ngā pūkenga o te Rautaki Auaha, ā, he pai te mahi hei tīma. I uru whānui rātau ki te hapori, i te whakawhanake i tētahi ariā uho mārō ehara i te mea i whakaawe i te parani anake, engari i ētahi atu kaupapa maha tae atu ki ā mātou uara rangatōpū. He hihiri te parani, he tino māia, ā, ko te mea nui rawa e whakaata ana ko wai tātau."
— Bryan Pratchett, General Manager, City Growth and Partnerships
