Southland District Council 

At the time this project was undertaken, the perception of Southland from a visitor, business and, to some extent, internal perspective did not accurately reflect the many attributes of the province.

This was partly because the essence of the province had not been succinctly captured and communicated to external and internal audiences.

To build a regional brand strategy and identity for Southland, the southern-most region of New Zealand.

The Southland identity captured the distinctive culture, history and beauty of the region and marketed the area as a unique and dramatic destination.

The logo and positioning statement 'Spirit of a Nation' evokes not only the free-spirited nature of the Southerner, but the spirit of the landscape " rich and remote.

Collateral highlighted attractions, landmarks, cuisine and wildlife of the area in a poetic tribute supported by rich imagery.

Against a backdrop of an overall positive impact on the local economy, Southland saw a renewal of self-esteem and a marked change in community spirit.

In addition, real estate values escalated and migration numbers increased as more people sought to live in the area.

Tourism also increased with accommodation bed nights rising from 140,000 to 540,000 over a period of five years.

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