Building Nations is New Zealand's leading infrastructure symposium, delivered by Infrastructure NZ. The event attracts 800 plus cross-sector attendees from around Aotearoa. Building Nations is where decision-makers, industry experts, national and international speakers gather annually to debate the big challenges our nation faces. It provides a space for new thinking and ideas to emerge, and encourages collaboration on large-scale projects that will bring the greatest good to all New Zealanders.
We were engaged by Infrastructure NZ to overhaul and refresh the Building Nations brand to create new interest and attract international speakers. Building Nations has always been highly regarded as a great networking opportunity but the brand and event content had become stale. Infrastructure NZ wanted to breathe new life into Building Nations, futureproof the event, and build deeper meaning for the brand and the event experience.
CREATING FRESH HYPE FOR AN ESTABLISHED EVENT
THE BIG PICTURE IN FOCUS
We started with brand architecture, establishing a clear and singular purpose, promise and personality for the Building Nations brand. The tag, ‘The big picture in focus’ was selected to lead the brand identity overhaul. With a strong promise in place, we began researching other event brands from around the world, looking for outstanding design in the events space. We wanted to subtly reference the Infrastructure NZ branding but differentiate Building Nations from its parent.
The client was invited to respond to a moodboard which showcased several design directions. Infrastructure NZ had a clear favourite, which we then further refined. The result is much more than a logo. We created a full brand identity for the event that is flexible enough to use across various media with considerable longevity.
Dynamic video content played a significant role in the suite of marketing collateral we created for Building Nations. A fast-paced pre-event teaser was released on LinkedIn prior to a full length brand video, which was housed on the Building Nations 2021 landing page. The look and feel from Building Nation’s new brand identity was adapted to create visually engaging GFX, EDM’s, digital banners, press ads and digital billboards in major New Zealand airports.
