One NZ – Rebrand

The rebranding of Vodafone NZ – From red to green, from eight letters to three, from control to freedom, from a speechmark to a kiwi company run by kiwis for kiwis.

In 2020, the management of Vodafone New Zealand, the country’s biggest mobile network, decided to buy the company back from its global owners and rebrand as a New Zealand company, run by New Zealanders for New Zealanders.

The company needed a new name, a new brand, and a new story.

The new name was taken from the last three letters of Vodafone. Keeping those three letters recognised Vodafone NZ’s history (whakapapa) but also represents a new beginning as One NZ. A company that unites New Zealand as one, with one agenda – to put New Zealanders first.

To announce the biggest change to NZ’s No.1 mobile provider, we used the smallest bit of real estate – The masthead with the carrier’s name at the top left-hand-side of every mobile phone.

Using a previously unused media space at the top left-hand-side of your phone allowed us to connect with over half the population of NZ, turning the devices in their pockets into mini-mobile billboards.

A massive job with a massive team including Glue Society, Mister Wolf, Two Views, DDB and Whero.