Crafting a new identity

Leading the rebrand of the Onehunga Business Association to Business Onehunga

Following the successful campaign to enlarge the Onehunga Business Improvement District (BID), we
spearheaded the comprehensive rebrand of the Onehunga Business Association to Business Onehunga. This
project was a prime example of strategic communication and stakeholder engagement in action, demonstrating
our ability to drive significant organisational change and foster community buy-in.

The challenge and the strategy

The existing brand, while established, no longer fully captured the modern, inclusive, and dynamic essence of our
work in the Onehunga community. The strategic decision to rebrand was born from a need for a name that was
simpler, more direct, and immediately conveyed our purpose: to support and champion all businesses.

Our role involved developing and executing the entire rebrand strategy, from initial concept to public launch. This
wasn't merely a cosmetic change; it was about strategically positioning the organisation for future growth and
enhancing its connection with its diverse stakeholders.

Key demonstrations of expertise

This project allowed us to leverage and showcase several core competencies:

Strategic communication and vision setting: Leading the development of a clear vision for the new brand,
articulating how "Business Onehunga" would better reflect our mission and resonate with our members and the
wider community. This involved defining the new brand's narrative and ensuring it aligned with the organisation's
long-term goals.

Project leadership and implementation: As project lead, we managed all aspects of the rebrand, from
conceptualisation and design coordination to the rollout of new communication assets across all channels. This
included directing the successful launch of the new brand identity, which significantly enhanced the
organisation's visibility and strengthened its connection with the local business community.

Public perception and advocacy: The rebrand was an opportunity to revitalise public perception. Crafting
messages that clearly communicated the rationale behind the change, emphasising continuity of purpose under
a fresh, dynamic banner. This advocacy ensured the community understood the positive implications of the
rebrand for Onehunga's economic and social wellbeing.

The impact

The successful rebrand to Business Onehunga has significantly strengthened the organisation's identity and its
ability to engage with members and stakeholders. It has created a more modern and inclusive platform that
better supports the continued growth and advocacy for Onehunga's vibrant business community. This project
underscored my capability to not only manage complex communication initiatives but also to lead strategic
transformations that yield tangible positive outcomes.

Credits: Logo by Erupt Design and all images are credited to Business Onehunga.