Before taking the plunge into rebranding, ‘Sport Southland’ conducted extensive market research to understand the perspectives of the community, stakeholders, and their own team, aiming to clarify the implications of a potential rebrand for these groups.
B&C collaborated with N Buchanan Consulting for qualitative and quantitative research, including focus groups from the Southland community. This research led to the renaming of Sport Southland as Active Southland, aligned with their vision of “Everyone Active Every Day,” and incorporating the Te Reo Māori name, Te Tākaro Ora O Murihiku, signifying Active for Wellbeing Southland.
In addition, B&C conducted brand strategy workshops to uncover core values and create a logo symbolizing leadership, growth, and positive movement. We also provided project management and creative direction for the rebrand, also designing design deliverables and an interactive installation for the launch.
