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Piritahi

LAYING THE
GROUNDWORK

BUILDING CREDIBILITY FOR THE PIRITAHI BRAND

Piritahi is a civil works alliance that was formed in late 2018 to roll out a $5 billion programme of work across Kāinga Ora’s large scale suburban redevelopment programme. Piritahi delivers infrastructure and amenity, preparing land so that it’s ready to build houses on. 

As a relatively new organisation with a single government client, Piritahi had no immediate need to drum up more business. But there was an urgent requirement to build brand meaning and credibility within the housing and construction industry to feed Piritahi’s recruitment goals within a competitive job market.

Client

Piritahi

Date

May 2020

Deliverables

  • Market research

  • Brand architecture 

  • Creative and content strategy

  • Design

  • Copywriting

  • Video production

We worked with members of Piritah’s civil works alliance, to create brand architecture for the emerging organisation, establishing a brand promise and an above-the-line tag, “Laying the Groundwork”. As part of the brand exploration process, we commissioned research to learn more about Piritahi’s brand recognition status and identify the most impactful messaging to successfully take it to market. 


Once the brand architecture was in place, we designed and built a website that quickly evolved into a go-to resource, helping Piritahi more actively communicate with its key audiences. Regular news content, in-depth case studies and project neighbourhood information, along with a revamped careers section, were all part of our communications strategy to raise brand awareness and attract skilled job seekers.

To further promote the newly established Piritahi brand and website, we executed a full brand awareness campaign to attract highly skilled talent from the construction industry. Designed to communicate Piritahi’s complex programme of work, the campaign was centred around five simple but key human messages. 

Each message was brought to life with a range of video, digital and print content featuring Piritahi’s best people. The campaign messaging worked to communicate the positive nature of Piritahi's work, impactful work that makes a real difference to community wellbeing and people’s lives.

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MAKING IT COUNT

Piritahi’s brand strategy was executed over a six-month period via a fully integrated multimedia campaign across digital, social and print, including business and trade press advertising. Despite the tough market for employers at the time, Piritahi grew from less than 20 people to over 200 in a little over a year. Anecdotally, many people at Piritahi said they took jobs because of the opportunity it offered to make a difference to people’s lives and New Zealand’s future.

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