Whitireia Community Polytechnic
Fusion Design Group was the creative agency
selected by Marketing Strategist, Peter Laurenson of MPWR, Wellington;
to work on a brand identity exercise for Whitireia Polytechnic.
Whitireia had greatly expanded from a small tertiary institute,
to a large, multi-cultural, polytechnic and needed a new brand
identity that reflected this.
Fusion initially presented Peter with a number of creative brand
solutions for in-depth testing on the target market, predominantly
by focus group. The selected brand visual was refined and supported
by advertising/promotional templates, along with brand specifications
for correct usage. Fusion also contracted a photographer and art
directed a promotion photography shoot with a number of current
students. The new brand has been positively embraced by both the
client and their target audience and is in use on campus currently.
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