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Gallipoli: the Scale of our War

Te Papa is under-going a transformation by re-defining its visitor experience, spanning physical to digital and Gallipoli: The scale of our war 
a showcase for an experiential website that enhanced the exhibition.

Designworks was tasked with achieving three key objectives for the site; to promote the exhibition, extend the reach of the exhibition while show-casing the shift the organisation is undertaking as it moves toward its new position as a Museum of the future.

Our ambition was to design an immersive user-experience that eschewed any pre-conceived notion of a traditional digital platform and give a strong sense of involvement in the campaign content that both acted as a highly accessible, virtual exhibition tour, while titillating the user to visit Te Papa and experience the exhibition proper.

Our approach was to co-create and collaborate strongly with museum curators, content creators and Weta, who were responsible for physical exhibits. We have developed an IA, design treatment and navigation that enabled joyful cross platform usage, targeting 8-18 year olds and meet a thirst for information and clarity, while leaving users in no doubt about the scale and significance of a key moment in New Zealand’s upbringing as a nation.

The project has broken new ground in both content, design and solutioning that pushed the technology capability and demonstrated the radical re-orientation of Te Papa in a powerful platform that will capture the imaginations of New Zealanders, for whom WW1 100 has only been to date, a series of commemorative events made experiential, through this digitally advanced museum solution.

Client
Te Papa Tongarewa
Awards
Best Awards / Gold / Large Scale Websites
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Designworks adds Union

Designworks is delighted to welcome the twenty-plus strong Auckland-based interactive agency Union Digital to the Group.

The acquisition is an important part of our continued regional growth strategy and is focused on satisfying clients' increasing need for next generation insight-led interactive experience design, data-driven digital marketing and reliable backend development.

The move is part of an ongoing process of evolving and reshaping Designworks business model to stay relevant in the radically and rapidly changing operating environment we’re in.

We understand the changing needs and expectations of our clients in response to this change. We know they are searching for more authentic, relevant and personalised engagement with their customers, supported by practical, real-time measurability that will enable them to be far more proactive and adaptive in their brand experience and marketing activities. Union will be a key part of helping Designworks fulfilling the digital dimension of this market opportunity.

The deal supports our on-going focus on building the region’s leading strategic, design and customer experience practice. A focus which has seen us invest significantly in a range or new and adjacent offerings over the past five years. Our own interactive offering, along with spatial, research, content generation and product and service innovation are now all key facets of our future. Union’s added horsepower will enable us to fast-track our digitally centric CX, mobile and retail engagement offering across the Asia Pacific region. 

Matt Townsend and his senior team, including Richard Wright and Todd Wackrow, have built a fantastic business – with tremendous client relationships, great work, a highly skilled team and brilliant culture that really complements the Designworks culture and offering.

The acquisition will see Matt  – current Union Strategy Director – take up the role of Designworks Group Head of Interactive. Matt’s remit will be to continue to oversee the growth of Union as well as lead the strategic development of Designworks interactive offering across its six offices in New Zealand, Australia and Singapore. Matt will be the critical bridge across the businesses and client base, connecting people, providing strategic council and driving opportunities.

The two companies already share a number of key clients and have already enjoyed the synergies for collaboration on end-to-end design thinking and execution. Our collaboration to date has included the successfully launch of the new NZME brand late last year along with a number of successful new business pitches. The acquisition was just a natural extension of this relationship. 

Union will remain operating as a stand-alone branded business within the Designworks Group and the whole team will shortly relocate to a new home on level 2 of Designworks Auckland campus at 36 Lorne Street.

Partner
Union Digital
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Te Papa Tongarewa

Gallipoli: the Scale of our War

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New Zealand Symphony Orchestra

Theatre of the Mind

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WW100

We Will Remember

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Reinventing a kiwi bank

A three-year transformation programme that put user centred design at the heart of an iterative strategic and creative process to reinvent what a ‘kiwibank’ could be.

We wanted to address the challenges faced by the business head on. We looked at every facet of the customer experience to create a clearer, more engaging experience. The new space needed to make customers feel both welcomed and valued, and reflect the idea of ‘comfortable conversations’. The result was a redesign – from chaos to simplicity – and getting Kiwibank customers back to loving banking. Off the back of extensive prototyping and user-testing, the stores have uniquely designed spaces that cater to specific conversations; High top work surfaces enable quick independent browsing and casual conversations. Booths with partial screening create discreet spaces for informal meetings.

For more serious business matters there are private meeting spaces. Also integral to the success of the store is the creation of two distinct offerings to clarify the previously chaotic and fragmented mixture of banking and NZ Post services. We also took a more streamlined approach to NZ Post, cutting back all the clutter to focus on the core business of sending. The new retail stores enable a shift in power from bank to customer, delivering experiences that allow for independent decision making and are truly useful and joyful experiences.

Client
Kiwibank
Project
Retail Transformation
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Sweet Collaboration

Designworks is all abuzz with the installation of two beehives on the rooftop of our Auckland office, and it reminds us of how we work best: working together, and letting the magic happen, organically.

To celebrate this, we teamed up with Six Barrel Soda Co. to create our Honey, Thyme & Mandarin summer drink. It reminds us of summers at the bach, mandarins fresh off the backyard tree and snapper rubbed with thyme on the barbie. We’ve used hand-squeezed Hawke’s Bay mandarins, real honey and fresh thyme to create a perfectly balanced sweet floral citrus taste with a lingering herbal finish. 

We also worked with a mixologist to come up with a selection of summer cocktails that were inspired by our Honey, Thyme & Mandarin syrup. 

Client
Designworks New Zealand
Project
Client Christmas Gift
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That’s the spirit!

Redefining the role of an iconic New Zealand institution to engaging new generations.

With an aging demographic and the advent of 24/7 entertainment and hospitality options, the RSA brand, a mainstay of Kiwi society, appeared increasingly uninviting or irrelevant to new generations.

Designworks re-invested it with new relevance by focussing on a new Purpose, ‘To Champion the Anzac Spirit Across All Generations’, and by bringing to the fore the qualities of Courage, Compassion, Camaraderie and Commitment that embody the Anzac spirit alive and well in all Kiwis today.

The new brand identity presents a picture that is more energetic, bolder, welcoming and colourful. The new ‘heart’ logo symbolizes the RSA’s ambition to be ‘At the Heart of Local Communities’, a vibrant community hub that plays an active part in growing the Anzac spirit.

Says Dr Stephen Clarke, then RSA Chief Executive, “The re-communication of the Anzac spirit and its values sees us returning to the heart and spirit of the RSA. Designworks respectfully but robustly challenged us to remember our past, re-examine our current position, and to revitalize ourselves in order to play a more valuable role in today’s society. It is an exciting time in the RSA as we re-connect with all generations of New Zealanders.”

Client
RSA
Project
RSA
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We Will Remember

Creating the single entry point to all of new Zealand’s official First World War Centenary activities worldwide.

Our brief was to create the official icon for New Zealand's marking of the centenary of World War One, a four year programme of reflection, remembrance, celebration and debate encompassing New Zealanders of different generations, ethnicities and points of view.

The brand had to connect the past with contemporary New Zealand – a vehicle to tell stories of how the legacy of these monumental events are informing our society today, summed up in the core creative idea ‘Look Again’.

The programme was given the stark, simplified name 'WW100' to reflect the definitive nature of the conflict (the ‘Great War’).

The icon represents ‘an entry point’ to activities and information, such as participating in an event, visiting an exhibition or accessing an online resource. Often seen first as a contemporised poppy, but in an instant it can also be read as an open eye, a target, a bullet wound.

Designed to provoke and not simply rest on established ideas about the war, nor shy away from the horrific reality of what happened. The brand puts a modern perspective alongside sentiment and heritage.

Client
Ministry of Culture & Heritage
Project
Brand & Identity
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