A contemporary new identity for Whitireia

A contemporary new brand has been officially launched for Whitireia New Zealand. Designed by local Porirua design company Tangerine Design Limited, the new brand was developed to represent the communities of Whitireia as well as the considerable growth of Whitireia business and high academic success rates of graduates.

The new Whitireia identity creates a strong, modern and contemporary image said Stephen Tunley, Managing Director, Tangerine Design Limited. “It was great working with Whitireia on the rebranding of its organisation and we feel we have come up with a new brand that is truly reflective of a dynamic polytechnic that has both a strong national and international focus and one that leads it sector – Whitireia New Zealand” he said.

The development process included internal and external brand perceptions and brand values research. “The new brand talks about the collaborative, community roots that matter to the polytechnic as well as positioning us strongly in domestic and international markets” says Tim Renner, Director of Communications and Marketing. The new Whitireia brand is a bright, contemporary, woven style “W”. “The bright, local colours on black place Whitireia as a standout tertiary education institution from Porirua” says Renner. “The woven style represents relationships that Whitireia fosters: partnering with community, with students, with industry and connecting with the international arena using distinctive New Zealand imagery.”

The brand project achieved an outcome that is inclusive and local while showing the substance, scale and success of Whitireia as an international leader.

It is quite fitting that we are officially launching our new brand today said Don Campbell, Chief Executive, Whitireia New Zealand. “It was 25 years ago that Whitireia was established on the shores of the Porirua harbour – where it still is today. It was officially opened on the 15 March 1986 as Paramoana Community Polytechnic” he said. The polytechnic has certainly changed during this time and the new brand is a reflection of this change.

The brand was officially launched at a function at Whitireia today, where the work completed by Tangerine was acknowledged along with the commitment of staff and businesses in presenting the new Whitireia identity.

The marketing campaign developed for the Whitireia summer student acquisition and awareness campaign run at the end of 2010 saw a strong use of the new brand and has been well received by all to date.