Case Study
Queenstown Airport Rebrand 2022
In 2022, Tracy James Creative was engaged to develop a new brand strategy and visual identity for Queenstown International Airport, New Zealand. The strategy included developing the vision, mission, values, brand personality, differentiation and desired positioning of the brand, and was the springboard to develop a fresh, new visual identity. This included vibrant new colours inspired by the palette of the region; bold new typography and descriptive “word blocks”; emotive and engaging photography, illustration, graphic devices, iconography, and layouts – that come together to present a confident new face to the world.
We created a tagline that takes ownership of the word ‘remarkable’ as a key differentiator for the region and all the brand stands for.
The tagline – Remarkable Starts Here – takes ownership of the word ‘remarkable’ as a key differentiator for the region (nestled in the Remarkables Mountain Range) and everything it stands for. Queenstown Airport is where journeys commence, so using the term ‘starts here’ has that geographic, travel reference, like a map point. But there is even more meaning here.
Queenstown Airport gives people the opportunity to experience something remarkable from the minute they arrive, until the moment they depart – from the awe inspiring views, to the warm and welcoming service, and the boutique food and beverage and shopping experiences that celebrate the region.
While the new logo will not be released until later in 2023, we also created a new lockup for ZQN as part of the brand suite. A simplified interim logo replaces the old logo for now.
The ZQN lockup is used within the terminal as a lightbox or frame for both still and moving images of the region.
Team Values:
Collateral Rollout
As part of the collateral rollout we produced documents such as the Annual Report, Sustainability Strategy, Ten Year Strategy and Statement of Intent.
Photography is more emotive and engaging and filled with warmth and light. A subtle ‘Koru’ graphic with a glinting rainbow effect or in semi transparent white, watermarks hero images and is used as a key element on many layouts.
The “word block” as seen on the right hand page is a strong brand element using the bold brand typeface to draw attention to key messages.
Wayfinding, Signage & Vehicles
The brand identity carries through to terminal interiors and exteriors in signage and vehicles. The terminal interiors were redesigned with warmer, more natural and inviting colours, textures and materials, helping to create a sense of place.
The ZQN lockup in action along with new look signage and wayfinding and the integration of warmer, natural materials.
Vehicles, shuttle bus shelters and outdoor signage have all been updated.
Uniforms and Apparel
The brand identity plays out beautifully in uniforms and apparel – from silk scarves and ties using the koru motif teamed with shirts, jackets and chinos; to t-shirts, gilets, outerwear and headgear for practical outdoor wear.
