Both sides count
Client: Te Papa Tongarewa
Te Papa’s hospitality division (Venues) was seeking a high level creative approach with integrated applications to drive brand awareness and achieve market-positioning objectives.
The visual identity and subsequent applications were designed to emphasise this strength of Te Papa. Whether online or offline, the focus remains on articulating clearly both the functional and the emotive aspects of Venue’s offer.
Our National Museum, Te Papa, loves bringing people together, enabling experiences that are new and innovative. They understand how inspirational and productive relaxing in a creative environment can be by providing memorable spaces. The challenge presented to Insight was to develop an identity and presence that built awareness of the hospitality venues, and celebrated their inimitable point of difference.
Te Papa’s Venue’s offering is unique, drawing from an environment that revolves around the museum’s exhibition collections. The idea was to make these ‘juicy bits’ work in the Venues’ favour, show the appealing side of Te Papa’s offer that is more than mere space for rent and to engage both the hearts and minds of their clients.
The physical environments are ‘curated’ by Te Papa’s own staff to make the most of the strong relationship between Te Papa the museum, its objects and the experiences it enables, as well as the environments and services that are on offer though Te Papa Venues.
The visual identity and subsequent applications were designed to emphasise this strength of Te Papa. Whether online or offline, the focus remains on articulating clearly both the functional and the emotive aspects of Venues’ offer, visually expressed by Te Papa artifacts, coming from different origins, shapes and materials. For example, the core brand identity elements use images of ‘head’ and ‘heart’ artifacts.
Consistency across all marketing and communications is a key component to building a successful brand. The depth of image resources at Te Papa is formidable, which means that there’s a suitable visual support element for many applications. Paired with our dedicated writing resource to best capture Venues’ proposition in words, this ensures quality content that helps the identity stay consistent as well as fresh and engaging.
Head and Heart, only one venue appeals to both.