When a brand with a 100 year history needs a refresh, there’s inherently a challenge involved: the design needs to balance the current brand equity with the need to modernise.
That’s exactly the situation we were asked to tackle for Naylor Love — one of New Zealand’s largest construction companies which traces its roots back to 1910 in Dunedin. They are known for their dependability, trust and forward-thinking – so it was important for us to retain these qualities as we evolved their brand.
Our brief was to lift Naylor Love’s profile, enabling them to expand their business across Aotearoa through a consistent and modern brand system that clearly articulated their story.
We started the project by building a deep understanding of the business – speaking with more than 150 staff, the executive team, and clients. We discovered that it was crucial that Naylor Love presented as forward-thinking and trustworthy.
To achieve this we simplified and modernised the brand’s visual language. We created a refined design aesthetic for application across the vehicle fleet, business cards, letterheads, documents, advertising, and other collateral.
