All about pride

Define the problem

Waiotahi Contractors approached us in need of a major identity overhaul. Before we could deliver an authentic brand promise, we needed to make sure we truly understood the whole team. We held interactive workshops to understand what made the staff tick, and developed a set of behavioural values from these discussions.

Design the solution

One of the key insights from our research was that Waiotahi have built a reputation on quality, and often have to go and correct jobs that their competitors have completed hastily. We developed the Waiotahi brand as ‘Built Proud’. This powerful statement forces the team to raise their game in everything they do, and it reassures the customer that this is a company built on quality.

Deliver the experience

This identity plays on contrasts and textures, using a unique diamond device to reflect the concept of ‘Built Proud’ and the fact that every job is built to last forever. The various base elements that make up the Waiotahi divisions are represented by dynamic patterns. The way these shapes are cleverly integrated within the overall design system.


Waiotahi Contractors


Brand culture - Brand strategy - Brand identity - Signage - Printed collateral


A Bold Statement

Powerful typography adds weight to powerful words.

A United Team

A simple, robust identity system connects all parts of the business.