About this project
I was thrilled to create the brand for He Puna Taimoana, the hot pools by the sea, in New Brighton.
The core of the creative and strategy was positioning He Puna Taimoana as a place where the many elements of life — the land, the ocean and the community — met and intertwined, much like the Māori harakeke flax weavers of the ancient coastal settlement.
Strategy created everything from the masterbrand strategy — in consultation with Matapopore — to the logo / brand identify, website, interior signage, way finding and fit out, to the launch film (featuring New Brighton sand artist legend Peter Donnelly), and OOH ad campaign.
He Puna Taimoana itself has been sold out every day since opening, even during COVID, and is now seen as the Christchurch City Council’s most successful brand launch — ever.
Agency: Strategy.
Creative direction, brand strategy: & TVC copywriting: Rupert de Paula.
Design Director: Chris Flack.
Creatives/designers: Liam Ooi, Erin Broughton & Bella Henre.
Film directed by Simon Waterhouse at Resonate.
Photography: Clinton Lloyd & Aaron Lee.
