Our Brand Personality
For Central Otago, New Zealand, we chose A World of Difference as the brand expression... because there was nothing more to be said. It speaks volumes.
In a landscape sense, we are without comparison. The solitary white enormous cloud whisked by the upward gusts of a summer nor-west wind, against a vast deep blue sky.
Our seasons, our light, our contours, the colour palette is uniquely ours. In the community sense we are fiercely different and proud of it. Our individual vibrant towns are the "parts of the sum”.
The Karearea falcon soars above the contoured golden land below, with that wonderful sense of freedom we so envy in its lonely, vigilant hunt for prey. A certain timeless elegance that in the years ahead will become a significant icon for the region. We’ve avoided trendy statements, flashy graphics. For this isn’t us.
We want to say something incredibly simple. That we are truly different. That our special world is different. That we are people who have made a difference and will continue to do so.
The colours of Central, captured in the design system are seen nowhere else. They’re colours inspired by the seasons here and the changing light.
Of course there are colours in between. You see them on the cusp of each season and the opening and closing of a day.
The mauve pastels of wild pungent thyme sweeping up the hillsides. Those ominous Shepherd's warning sunrises in the half-light.
Strong statements, colour accents in a harsh landscape which make them even more distinctive.
We chose a classic typography again to depict "The Timeless Land" so beautifully captured in Grahame Sydney's work. A type style you'd comfortably find on a railway shed delivering a no-nonsense message –“Wedderburn” or “Lowburn Collie Dog Club 1914”.
As for images, there’s a wealth of material available. The backdrop of nature, the changing seasons, the land formations and light. Yet photography somehow doesn't do justice to this beautiful place. You have to sense it.
To hear the lonely silence punched by the distant skylark, to smell the trampled thyme. The whiff of a dry summer in an oily Pinot, your warm back against a roaring schist fire.
This is a visual and sensual place, without comparison. We have no doubt our story of Central Otago will continue to grow.
Here perhaps people often come to re-define their own world, as much as finding our World of Difference.