TAURANGA, Today: Hamilton and Tauranga-based creative agency KingSt has been working with the Tauranga Chamber of Commerce to completely revamp their brand strategy and visual identity to transform the organisation into Tauranga Business Chamber.
KingSt ceo Chris Williams said: “The main challenge that the Chamber of Commerce faced was twofold – it had an inconsistent presence in the market, with sub-brands that operated in isolation, that was hindering the team from effectively telling its story.
“It did have strong brand recognition but it lacked understanding and impact – people knew of the Chamber but they didn’t know what it did.
“KingSt worked with the Chamber team to uncover its core positioning as an independent advocate for all business, committed to connecting the community and growing capability that contributes to business success.
“In just a month, we’ve seen a significant influx in new members and existing member engagement.”
“The Chamber’s services are vast, and understanding the ‘why’ helped consolidate and clarify their position in market.
From the brand strategy development, we gave their brand a visual identity overhaul to better suit their direction, giving the brand an energy and passion that reflected the Chamber team and the brand offering.”
Chamber marketing & comms manager Laura Boucher said: “We launched the new brand at the start of April 2022 to resoundingly positive feedback from our members.
“It’s also helped us to refine our communications to ensure people know the breadth and depth of the organisation’s services – and in just a month, we’ve seen a significant influx in new members and existing member engagement.”
CREDITS
Project lead: Clare Matthews and Tim Paton
Creative: Hone Tutua
Client: Laura Boucher, Matt Cowley and Anne Pankhurst
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