Brand strategy,
brand identity, and rollout

A brand is the complete customer experience. It encapsulates everything you stand for and your ambitions for the future, so it's no surprise that many people find it daunting and difficult.

But that is where we can help. We’ve helped shape how customers see some of New Zealand’s most well-known brands. And we’ve worked in almost every sector over roughly 20 years. We have a process that is tried and tested and gets results.

For us, every project is a partnership. Both parties need to work together to get to the ideas and insights (the nuggets of gold) that really make an impact. But it's worth it. We have seen first hand, the difference a new or refreshed brand can make to an organization. Just ask James and Cecelia Robinson, two young entrepreneurs who came to us with nothing but a business plan and a big idea (My Food Bag).

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Our process

We find that following a five-step approach provides the best outcomes. It's thorough and takes anywhere from eight to twelve weeks. Of course, we mold our process to work for our clients so we can tailor our process to suit if required.



We know you know your business the best, so we kick off engagements with a context workshop to derive as much info as we can from you and your team. This ensures we start with a clear brief and understanding of the measures of success. We read and review any existing materials you have to help inform our approach.



Discovery provides insight into customers and your business. From customer interviews, stakeholder interviews, audits of your customer experience or looking at competitors and market trends in and outside of your category.



A great strategy is what lies beneath any great brand or experience. Knowing who you are, who you are talking to, and how you’ll reach them, positions your brand for success. We start by establishing the value we can give customers and the “jobs to be done”. We then decide what to focus on to make their experiences better.



We develop ideas based on the strategy and translate them into concepts; a visual expression or user experience. This may be a creation from scratch, or an evolution/optimisation of what you have already.



Execution is where the rubber meets the road. We execute on the concept and create the deliverables established in the context session and strategy. We set out success measures upfront and look to optimise and refine ongoing.

Context Activities & Outputs:

  • Brief
  • Scope of Work

Discovery Activities & Outputs:

  • Interviews
  • Insight report
  • Brand Audit and market report

Strategy Activities & Outputs:

  • Vision, Values, Mission
  • Customer journey map
  • Customer Value Proposition

Creative Activities & Outputs:

  • Brand territories and concept developement
  • Brand identity elements - Logos, fonts, colours
  • Brand Architecture
  • Naming
  • Logo files

Execution Activities & Outputs:

  • Brand guidelines
  • Packaging
  • Website design
  • Motion graphics
  • Signage/wayfinding
  • Corporate communications

Case Study

Chapman Tripp
The firm that leads

“We found the team to be very responsive, great to work with and incredibly knowledgeable at what they do. Their digital capability is impressive and we are thrilled with our dynamic and modern website that seamlessly reflects our brand, vision and people.”

Read the case study

Case Study

Cornwall Park
Sir John's Gift

"Iceberg have captured the essence of the park and created something far greater than we ever imagined. They took time to understand our business while managing numerous stakeholders with sound pragmatic advice and creative ideas."

Martina Llewellyn, Property & Business Manager

Read our case study