November 2021

Tree Syrup Aotearoa

Brand Identity

Website Design

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Client

Matt Wilson

University of Canterbury

Christchurch, New Zealand

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Overview

Tree Syrup Aotearoa is a research initiative exploring the potential for a new New Zealand tree syrup industry. While the original brief focused on a website, our discovery session showed that the project also needed a brand identity first to give the work a stronger foundation and a life beyond the website.

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Process

Challenge

The project needed to communicate a new and complex opportunity to a range of audiences, including researchers, landowners and stakeholders. The identity and website had to feel credible, accessible and distinctly connected to Aotearoa.

Approach

Led a discovery session with the University of Canterbury project team to define goals, audiences and priorities.

Developed the brand identity first so it could anchor the website and future communications.

Explored three concept directions, then refined the preferred route into a complete identity system.

Designed and built a fully responsive website in Webflow.

Created the site structure, visuals, CMS and training so the team could manage it independently.

Outcome

The result is a clear brand and website that present Tree Syrup Aotearoa as credible, innovative and ready to grow. The identity now gives the project a flexible visual foundation for future use across digital and printed communications.

Design Outcome