Stuff

Follow no one

After a long period of off-shore ownership, Stuff found itself as New Zealand largest independently owned media company, and on a mission to regain the challenger spirit that had originally defined the brand.

Led by the idea of ‘Follow No One’, we developed an evolved brand platform and visual identity that was launched to staff six months prior to public – woven in to activations, conversations and physical environments to help re-inspire their 700 staff across New Zealand, before then being taken out to the wider world. CEO Sinead Boucher has since spoken publicly about how the brand/communications refresh was instrumental in helping them galvinise around a powerful new expression of what they stood for. How, as an ethos and a character, it continues to shape every part of their offering and communications.

When we want to be loud, proud and unapologetic, we use colours that are more challenging. BOLD & BRASH

When we want to set a lighter, more positive tone, we use colours that are still bright, but calmer and less challenging. LIGHT & BRIGHT

When we want to be more credible or serious, we use colours that are darker and more muted, with bursts of vibrancy. SOLID & SERIOUS

Stuff’s motion principles stem from the core creative drivers behind the brand. Expressed through swiping,page turns and combinations, these movements form rhythm and motion language that is unique to Stuff.

Along with a strong, iconic wordmark, we need a wider system that is flexible and dynamic, giving us a solid platform to hero our rich content – a platform for us to leap from. A platform system that is flexible and dynamic and represents the diverse stories and content.

Inspired by an Aotearoa icon Joseph Churchward (QSM) was one of the world’s most productive typesetters during his lifetime.

Born in Apia in 1933, Joseph came to New Zealand in his early teens and attended the Wellington Technical College, completing an Art Distinction Award in lettering in 1948. He went on to be instrumental for type design in New Zealand, establishing Churchward International Typefaces in 1969.
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One of his notable projects was the masthead for The Dominion Post. Having hand-crafted more than 600 original typefaces over the course of his life, Joseph was a true restless creator.