Client:
Monra Infrastructure Group
Focus:
Brand Strategy - Visual Identity Design - Art Direction
Brand Brief:
The task was to develop a comprehensive brand identity for a new infrastructure group based in New Zealand. The core challenge was to create a premium, future-focused identity that felt deeply rooted in Aotearoa. The brief required a complete visual and strategic system—from name and logo to tone of voice and art direction—that would feel authentic and purposeful, deliberately moving away from the generic aesthetics common in the sector to build a brand with long-term, meaningful impact.
The Problem:
New Zealand's infrastructure sector often communicates through a lens of cold functionality and corporate convention. This approach fails to connect with the deeper human need for belonging and permanence, particularly in a country facing challenges with housing and community stability. There was a clear opportunity for a brand that could speak a different language—one of authenticity, long-term commitment, and a genuine connection to the land and its people.
The Solution:
We developed a brand strategy and identity designed to stand apart by leaning into substance and soul. The core idea, "Built to Stay," became the foundation—a dual promise of enduring physical structures and the fostering of stable, rooted communities. This was brought to life through a minimal, editorial visual identity inspired by the concept of a bird's nest: a symbol of home, shelter, and intentional construction. The resulting brand, Monra, is positioned not just as a builder, but as a long-term partner in shaping a more permanent and connected Aotearoa.
