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Iron Duke Partners

Identity and branding

A little known fact is that Copenhagen was the faithful steed of the Duke of Wellington – the ‘Iron Duke’; they travelled to battle together for 17 years. And that was the moment our branding project for former Business NZ CEO Phil O’Reilly’s new venture began to take shape. Copenhagen, immortalised in our monogram, represents the trusted partnership, the resolute nature of the pairing. The typographic treatment oozes strength, authority and a real presence – just like Phil himself.


Printed items exude quality with the choices of paper stock and production finishes – and this is no more evident than in the brand’s centrepiece: the Iron Duke corporate profile. It is a piece of exceptional quality in both its design and its production values – a quality that reflects the very high calibre of the people associated with Iron Duke. The production elements are weighty rather than glossy – metallic and foil finishing, bound with rivets – the result is a restrained elegance, a perfect introduction to Iron Duke and its offering.


Recently, the brand was applied to office signage – of course, we could have constructed a sign out of Perspex but, being true to the brand, the lettering was laser cut from sheet steel and then spray painted; nothing less for an Iron Duke.


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