Rebrand
Opportunity
Eastland Group is a special infrastructure company. With aggressive growth targets for the next 5 to 10 years, they needed to strengthen their brand in order to attract new business opportunities, as well as build employee engagement and pride across the group. There was also a requirement to reduce confusion between the company and its parent, which has a similar name.
Solution
Tracta developed a new brand story and identity for Eastland Group using a powerful creative analogy – the native Karearea, the New Zealand Falcon. The bird’s keen sight allows it to see things others can’t, making it a great hunter much like Eastland Group when looking for new business opportunities. The four different logo colours give each division an opportunity to develop and express their own personalities and aspirations, and each is representative in a meaningful way: Group – yellow/gold represents the sunshine of the East Coast; Port – blue represents water and sky; Network – green represents the sustainability of electricity; Generation – red represents the power of geothermal activity under the land. The brand was launched to local stakeholders and iwi and was very well received by all parties.
