Creating a prosperous & sustainable region

Priority One

A New Priority

Te pai me te whai rawa o
Tauranga Moana ki te ao
The prosperity and splendour
of Tauranga Moana to the world

Established in 2001, Priority One is New Zealand’s first economic development agency created by the business community.

After working with Priority One for 11 years, we were briefed to reposition the brand from it’s business-focused message of ‘driving economic growth’ to align with their modern and holistic approach to creating a prosperous and sustainable region.


Brand Strategy and Positioning - Story and Messaging - Logo and Identity - Stationery - Interior Signage - Brand Logo Animation - Video and Photography

A New Direction

As Priority One’s philosophy evolved, we needed to create a new, approachable and easy to understand story – focusing on less jargon and more inspiration.

It is essential that the brand reflected the story of prosperity and splendour of Tauranga Moana, our history as the first area where waka would meet to trade and do business, and our waterways, where trade and export thrives today.

One of the most notable updates was the tagline, which changed from ‘Driving Economic Growth’ to – ‘Tauranga Moana’ – acknowledging that this region is the priority.

A Dynamic Organisation

Priority One is an organisation helping create a thriving ecosystem for businesses to flourish. We created a brand identity inspired by the Tauranga Moana theme and the idea of mobilising businesses to connect and grow stronger together – while referencing their structure which is nimble enough to take quick action on initiatives.

A House of Brands

Priority One is a parent brand to many important initiatives and sub brands – which had developed over time to make the identity feel slightly dated. We used colour to connect the new identity with these sub brands, creating a family that shows a clear relationship between parent and child.

A Clearer Message

As economic development is not a simple concept, a key challenge for Priority One was communicating who they are, and most importantly, what they do. We developed a brand story that reflected the key areas – with all information grouped into four core pillars.

Brand Video

We created a promotional video with a purpose to attract both talent and businesses to the region by showcasing Tauranga Moana as a progressive, dynamic and desirable location.