A strategic move by QBE NZ to get their name out there. The rebrand of North Harbour Stadium to QBE Stadium required a logo that reflected the distinctive architecture and went beyond ‘Rugby’ to reflect the diverse range of activities that happen at the stadium. The logo was turned into a graphic pattern that was used throughout all the signage, to keep the flavour of celebration and innovation. A comprehensive way-finding system was devised to use throughout the stadium from the smallest element to the largest.
Completed with Ellen&Company.

TASK: Logo design, branding, environmental design, way-finding design, interior, project management.