Te Pae is Christchurch’s convention centre. To name it and develop its brand identity, we worked with Ōtākaro, the crown entity appointed to oversee the Christchurch rebuild anchor projects, and Matapopore, the mana whenua voice responsible for ensuring Ngāi Tūāhuriri/Ngāi Tahu values, aspirations and narratives are realised with the rebuild.
Because this was a powerful opportunity to convey the essence of Christchurch, its people and cultural narratives, it was decided we should explore moving away from a functional name. A review of worldwide and local competitors confirmed abstract and progressive was the right direction as the decision making process in this sector often follows a hierarchy of first choosing which part of the world to have your event, then the country, then which city. Something that helped the brand stand out was essential.
The name and brand needed to reflect our region’s story of origin and connection to the surrounding landscape as well as show this to be a place to be welcomed, entertained and explore.
Many options were considered carefully and shared with multiple stakeholders to ensure a comprehensive approval process. The chosen name, Te Pae, was gifted by Matapopore around which we wrote a brand story to give it meaning.
Despite the many directions the visual identity could take, it was imperative it too represented the building’s narratives, while still remaining commercially relevant. It has been designed to reflect landscape elements as well the visual quality of the building and its role in the city.
The logo takes cues from the mountains that are central to the story of our land and people, and a major influence in the building’s design. This abstract representation of the façade has a glacial colour tone to further underpin our mountain links.
Messaging targets event organisers, attendees and locals alike. A positioning line of ‘an experience like no other’ is supported by five key pillars:
- Manaakitanga and our world-famous New Zealand hospitality
- Te Pae’s prime central city location with plenty of amenities
- A purpose-designed building for a flexible experience
- The gateway to the South Island with easy access to world class travel destinations
- It’s an iconic landmark and physical representation of our culture and the stories of our people