Maritime New Zealand

Brand identity | Stationery | Signage | Vehicle Signage | Advertising | Document Design | Environmental Signage | Brand Guidelines


The Maritime Safety Authority (MSA) was renamed Maritime New Zealand (MNZ) in 2005 to better reflect the widening of the organisation’s responsibilities to include maritime safety, security and marine environment protection. MNZ also manages the Marine Pollution Response Service (MPRS) and Rescue Coordination Centre New Zealand (RCCNZ).

We were called on first to refresh and then totally redevelop their brand and produce a raft of publications and communications to match. We were also tasked with the development of a sub brand and television and direct marketing campaign around safety messages for hard to reach boaties and seamlessly integrate their material, which is seen by the public and the stakeholders of their organisation.

We started our relationship in 2000 which meant we had a deep insight into MNZ, their broad scope of responsibilities and their past and current communications and were able to deliver a comprehensive brand that could be evolved and adapted over time. The introduction of the manaia to replace the outdated anchor motif was a first step and this branding was carried through their extensive range of publications and other material.

We’ve also been responsible for four advertising campaigns focusing on marine safety messages ie: wearing lifejackets, checking the marine forecast and taking communication equipment onboard and the 2009 lifejacket ad. All have come under the proposition STAY ON TOP. The safety campaigns included communicating to boaties with a direct response mailer, each subsequent mail-out gleaned a better response as we hit the targets with carefully crafted messages and incentives – the top response pulled in a whopping 44%.


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