New Zealand Trade & Enterprise (NZTE) is a government agency helping Kiwi small businesses and companies thrive overseas. They provide valuable strategic advice, connections to investors, and networking opportunities.
NZTE approached me to create a family of helpful guides on how New Zealand businesses should market themselves in the United States. Tackling the U.S. audience is quite daunting, but these easy to read guides have clever tips to get their message out in a competitive and different marketplace to their own.
I followed closely to their NZTE branding guidelines of structured grids, bold colours and clear san serif type. Then I was able to push the rules and introduce vibrant colour within black & white photography. This came into shape with the introduction of illustrated elements over the photos subject, as well as graphic symbols and illuminating glows. This treatment, alongside the clean design proved very successful. These guides continue to be a valuable asset for NZTE, and have helped encourage so many Kiwi entrepreneurs.
