Brands I’ve helped

Black Cat Cruises

After nearly 40 years of pioneering eco-tourism, Black Cat Cruises sought a fresh perspective to re-strategise their marketing ahead of the Summer season.

Services provided: Virtual marketer, Customised Squarespace website, Ad campaign

  • We began by analysing their marketing funnel, reviewing digital metrics, and setting new KPIs to guide the next phase of growth. Our goal was to test key assumptions, such as how customers engage with their advertising and where the brand should focus its investment for maximum impact.

    While Black Cat Cruises’ branding was modern and visually appealing, they felt it was time to revamp their advertising strategy to achieve greater cut-through. By delving deep into the company’s story and reviewing extensive customer feedback on platforms like TripAdvisor and Google, we identified the core values and customer experiences that would resonate most strongly. This insight led to the development of a fresh campaign platform.

  • In the 2023/2024 Summer season, we launched the "Moments Worth Sharing" campaign, featuring new creatives built around existing photography and video assets. This multi-channel campaign included ads on Meta, a restructured search strategy, placements in newspapers and magazines, and video assets for iSite.

  • Working with the incredible team at Black Cat Cruises, we exceeded the target KPI by +16.22% during the campaign period (Jan - April 2024). We also gained valuable insights into the digital behaviors of our target market. During the off-peak period, we focused on enhancing our digital channels, including launching a new microsite, improving the existing website and social media, and refining ad creatives and messaging.

    As my contract with Black Cat Cruises came to a close, we conducted a seamless handover to their new Sales and Marketing Manager. This included providing a refreshed brand guideline and editable Canva templates. Our partnership continues as I offer ongoing on-demand marketing and design support.

Christchurch Must Do’s

Willowbank Wildlife Reserve, Christchurch Antarctic Centre, Christchurch Adventure Park, and Black Cat Cruises aimed to encourage visitors to stay longer and explore more of Christchurch. As independent attractions, they sought a unified brand identity that represents them as a collective.

Services provided: Brand Project, Customised Squarespace website

  • Working closely with a representative from each business, we began with a collaborative brand strategy that addressed short-term needs while also creating a platform for future growth. The brand had to be instantly recognisable by trade, while standing out as distinctive and memorable to visitors.

    The group also needed a website that would serve both trade partners and holiday-makers. With a packed events calendar and the summer season approaching quickly, timelines were tight and solutions needed to be efficient and practical.

  • Taking inspiration from bag tags and Christchurch’s airport code ‘CHC’, we developed a logo and visual system that feels both familiar and unique to our target audiences. We picked a colour palette and gradients inspired by Christchurch’s Red matched with Black —designed to evoke a sense of movement and discovery.

    The website was created as a helpful planning tool for visitors, offering suggestions based on interests or length of stay. A trade section made it easy to access and download promotional material, helping industry partners support the destination’s promotion.

    To round off the package, we created trade slide deck templates, brand guidelines and event invitation that supports marketing and promotion of the collective.

  • Christchurch Must Do’s launched in August 2024, with the website and digital materials rolling out over the following months. With editable templates and practical brand guidelines, the group is self-sufficient in utilising the brand in their day-to-day marketing, while I continue to provide on-demand design and digital support as needed.

Renew Wellness Place

Nearing its pre-launch phase, Renew Wellness Place needed the swift development of a brand and website. The founder's core belief, that wellness rituals could benefit everyone, needed to be clearly woven into a brand that felt both premium and welcoming.

Services provided: Brand Project, Customised Squarespace website

  • We began with a brand workshop to define Renew Wellness Place's position. Through exploring the brand's ethos, a key insight emerged: every day presents an opportunity for self-improvement, and Renew was envisioned as a supportive part of that personal journey. To gain a deeper understanding, I also experienced a cold plunge firsthand and worked with the trainers to better comprehend the culture and mindset of the wellness community.

  • The Renew brand drew its visual inspiration from the gentle emergence of a sunrise. This was reflected in the soothing peach and blue color palette and subtle elements within the logo, evoking dawn breaking over the sea. The motto, "a place for an enhanced you," was developed to succinctly capture the brand's proposition and ethos.

    My contributions included a customised Squarespace website, designed to effectively showcase their range of wellness treatments and suite features. I also coordinated with a videographer to capture bespoke video and imagery that offered a glimpse into the Renew experience. To support their grand opening, I created essential promotional materials, such as animated digital screens and launch flyers.

  • The custom Squarespace site provides Renew Wellness Place with the straightforward control they need to easily introduce new offerings and promotions. To ensure their brand remains cohesive as they grow, we also equipped them with a simple brand kit, complete with colors, gradients, and social media templates, empowering the team to confidently manage and expand their presence.

I’ve also worked as the Marketing Adviser for the University of Auckland, Associate Brand Manager for AsureQuality, and Brand and Marketing Manager for BBT Digital.

Shall we?

If you feel we’re a good match and my expertise can help your business grow, then feel free to reach out.

Email

kiaora@marketed.nz

For quotes, please include a little bit about the project, ideal delivery date, and budget range.