Northpine. Brand strategy and brand development.

Brand positioning for the young, independent and ambitious Waipu-based company — emphasizing its focus on product quality, reliability, technical excellence, environmental awareness and sense of community.

Northpine’s product superiority is a result of Northland’s winters and lower altitudes combining to produce naturally stronger and stiffer wood than that from pine grown further south.

The company wanted to build a brand around that superior wood story, while leveraging its high standards of service reliability.

A brand positioning of ‘Strength and Growth’ was developed to reflect the core product attributes and Northpine’s mission of expansion and development.

This positioning was embedded as a no nonsense strapline, re-emphasised in various marketing messages and internal communications.

The company’s visual identity was then brought into line and made much more robust. In doing so we took the opportunity to encapsulate the company’s values and personality into the core mark.