Some brands don’t need an introduction.
New Zealand Army is iconic and historic, but was facing issues around recruitment and communicating to the community about the roles it played internationally.
How should the New Zealand Army brand identity take its place in contemporary society? By finding the balance between grounded stature and dynamic intensity. By representing the meeting place between then and now; a launch pad for the future.
Which meant brand retained its traditional qualities, while acquiring a more contemporary look and feel in order to engage potential recruits.
Heritage and respect.
