Central Otago 

The challenge for all location brands is distilling the essence of the region in such a way that it captures the distinctive attributes and is relevant for the wide variety of intended audiences. BRR's strategy was to firstly define the desired 'wealth and progress model' for Central Otago and the economic, environmental and social objectives underpinning it. From this emerged the positioning statement 'A World of Difference' and a visual identity embracing the region's distinctive natural characteristics and human qualities. The identity was reinforced with a colour palette reflecting the distinctive light, landforms, changing seasons and inspiring beauty of the region.

The success of regional branding depends on getting a solid platform of support across all intended users. Amongst the business and wider community throughout Central Otago, the new brand is instilling community pride and cohesion, as well as defining social, environmental and economic progress for the region.

Back to Brian R Richards Ltd