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 Battling outdated perceptions and suffering from a lack of unity between suburbs and council assets, Porirua had a jumbled brand identity and no cohesive vision for what they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. Given that residents pay some of the highest rates in the country, this lack of consistency was starting to leave a sour taste. The city needed their brand to mean something; a story for everyone to get behind.
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.