Sport Wellington (corporate identity)

FRESCO undertook a major rebranding exercise for Sport Wellington in 2008. This involved the development of a comprehensive brand strategy, logo and collateral redevelopment across all communications material, including a complete redesign of the website.

The major challenge facing FRESCO was to devise a way to unify the Sport Wellington brand while taking in the various area sub-sets – Kapiti, Wairarapa and Wellington city.

The development process started with an extensive briefing process and numerous consultation steps with many staff and some stakeholders. All was guided by FRESCO’s brand development systems, for use in whiteboard planning sessions and in running questionnaires.

At every step of the planning process and development of the imagery, FRESCO involved Sport Wellington and ensured that each point was approved.

The final corporate identity received the universal approval of the Sport Wellington team and Board and has seen the organisation present itself in an infinitely more coherent and consistent manner.

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