We were approached by Te Uru Rākau – New Zealand Forest Service and the New Zealand Forest Growers Levy Trust to develop their nationwide campaign. We were excited to help improve public awareness of wood uses across Aotearoa.

We were responsible for creating a brand for the campaign that would resonate with the general public and key stakeholders. Seven key themes were established that represent the uses and benefits of forestry across the country: Carbon Sequestration, Forestry on Farms, Timber used in Engineering, Biofuels, Lifestyle uses/benefits, Māori uses/benefits and Indigenous forests.

To reflect the Māori worldview of our relationship with the natural environment, we worked closely with Dan Brown, our Māori strategist. The logo marque concept centres around Papatūānuku and Ranginui (our earth mother and sky father). By establishing the pou (pillars) representing six atua (gods) coming together, they give strength, like the formation of the tree. With a logo established, we created a brand system that has underpinned a successful national campaign with digital and print advertising, as well as establishing the look and feel for the Fieldays™ Forestry Hub interiors.

This campaign was the 2023 winner of the Primary Sector Communications Campaign Award (from the NZ Guild of Agricultural Journalists and Communicators) for its excellence in communications across the different sectors within the primary industry and other Stakeholders, partners and interest groups. We are really proud to have helped our client win this Award.