Chorus. Naming, brand strategy and identity.
Telecom New Zealand found themselves in the position where they were required to create a subsidiary company (with a new independent brand) to manage their core copper wire line network and associated exchanges. The new company would start life in a politically-charged environment surrounded by cynical competitors of its parent.
We were retained to develop a brand platform for the new company, create a name and a new visual identity and to then roll out the new brand across a very wide range of applications. The brand launch was a great success, with the new identity and positioning welcomed by competitors and staff alike, with an almost immediate and perceptable shift away from hostile competitive behaviours to talk of collaboration and copperation.
All our Chorus work was developed, approved and implemented over a two-month period. Applications included liveries for New Zealand's largest and most diverse vehicle fleet, the design of reception furniture, corporate uniforms, lanyards and ID cards, stationery, interior design and presentation folders.