Hamilton sits in the heart of Waikato, one of New Zealand’s agricultural and business powerhouses, with a centuries-long (and famous) Māori history. The city’s airport, planning a major terminal upgrade and expansion, needed a new brand, story and values. To reposition for the future, and celebrate its rich history.
In the midst of the BLM movement, Be Equitable (BE) was driven to do more than unconscious bias training. To create systemic transformations, they needed to motivate businesses to begin an ongoing journey. In a category overwhelmed by problems, BE’s new identity imagines the possibilities of a truly equitable future.