AUCKLAND, Today: The Goat Farm, a branding agency on Karangahape Road, has rebranded New Zealand’s top materials recovery firm, now called WM New Zealand, signaling a strategic shift from its former identity as Waste Management.
WM’s Marketing Manager Catherine Collins expressed satisfaction with the process: “TGF took the brief and immersed themselves into our business, meeting our people, understanding our products and visiting our operational sites. They took care to really understand who we are and the direction we are heading in.”
She added, “We are immensely proud of where the brand has landed. WM New Zealand, Let’s Take Care of It / Mā tātou katoa e tiaki speaks to our identity and resonates strongly with our team. Thank you TGF for coming on this journey with us and making it a success.”
“TGF took the brief and immersed themselves into our business, meeting our people, understanding our products and visiting our operational sites.”
TGF’s creative director Vaughn Davis noted the impact of incorporating te reo: “The kupu evolved as we worked with WM’s advisors on the line, but one word that stayed from the beginning was ‘tātou.’”
“I love that it conveys a sense of inclusion that says we’re taking care of this together, in a way the English line doesn’t quite do.”
The rebranding was thorough, involving visits to landfills, recycling facilities, composting plants, secret shops, staff interviews, and consumer research through TGF’s Research Room. The new brand identity will gradually appear on WM’s digital platforms, vehicles, and even wheelie bins.
For more about this and other projects at The Goat Farm, contact Vaughn Davis at vaughn@tgf.co.nz
CREDITS
WM Marketing Manager: Catherine Collins
TGF Creative Director: Vaughn Davis
TGF Art Director: Michelle Vohan
TGF Account Director: Angela Etheridge
TGF Account Manager: Mia Llewellyn
Video: Jonathan Warner at Creation Films
Sound: David Liversidge at Radiate
Stills photography: Richard Doran Photography
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