Obsession & Desire

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AUCKLAND, Today: Indie agency Crave turns five this month and to celebrate has unveiled a fresh new brand identity that aims to highlight their vision of “craving things to the point of obsession” – activated in a playful photoshoot.

The rebrand, which will be used across all touchpoints for the agency including website, social and décor inside new offices at 224 Symonds St.

ECD Hadleigh Averill worked with disruptive designer Brogen Averill and advertising photographer Fraser Clements on the rebrand.

Averill said: “The imagery reflects the agency vision of creating work that inspires people to ‘crave things to the point of obsession’ and features stylised sets and models behaving in compulsive ways.

“The imagery reflects the agency vision of creating work that inspires people to ‘crave things to the point of obsession’.”

“The result is a bold and unique identity that represents the values Crave Global adheres to as an integrated experiential agency with a focus on producing immersive creative campaigns for clients including Lion, Ports of Auckland and Ola.

“The idea behind the rebrand was to represent Crave in an interesting and less obvious way but also to reflect the output of what our work creates for our clients.

“Insomuch as Crave means to ‘feel a powerful desire for something’ we wanted to take that to its extreme to give weight to its meaning and thus we landed on the territory of ‘craving things to the point of obsession’.

“This became our guiding star and informed each of our shoot setups, which represent different facets of the work we do, from strategy to experiential, PR and social.”


Managing Director: Daniel Hopkirk
Executive Creative Director: Hadleigh Averill
Designer: Brogen Averill
Photographer: Fraser Clements
Styling: Helen Clegg
Makeup: Dana Wilton

About Crave Global
Crave Global is an integrated experiential agency that was formed in 2016 by Daniel Hopkirk and Hadleigh Averill. The business has a strong focus on creative ideas that build fame for the brands they work with.

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