Background

Open Government Partnership
New Zealand

THE BRIEF
Johanna was contracted as a Creative Director by engagement specialists, engage2, to lead the visual strategy for a project with the New Zealand Government. The engage2 team was invited to deliver stakeholder engagement for NZ’s commitment to the Open Government Partnership (OGP). Key objectives were to raise awareness about the OGP and invite New Zealanders to participate in the development of the second NZ OGP National Action Plan. This was a collaborative effort between NZ Government and civil society.
THE WORK
engage2 designed and delivered an engagement strategy to secure participation from stakeholders. This involved planning, implementing and managing the visual strategy to achieve key deliverables, including brand development and style-guide, creating digital assets for engagement channels, design and development of the engage2 NZ website.

“Working so collaboratively and constructively with the team was an amazing experience and resulted in the outcomes we set out to achieve. This was an inspiring and positive experience for myself and as a team.”

THE RESEARCH
Having never been to New Zealand could not form a barrier to achieving the best possible outcomes, so Johanna did extensive research about the country, culture and people. Consulting the engage2 New Zealand team members provided insightful and valuable first-hand knowledge that contributed greatly to the outputs produced.
THE CHALLENGE
Developing the brand for OGPNZ was a challenge in defining the visual language that accurately represented the country and people.
THE THINKING
It was really important that New Zealanders could identify with the visual language we designed to represent them. Thinking inclusively about all people in New Zealand, indigenous and non-indigenous, the design had to have a patriotic feel that was also friendly and approachable in tone with the same iconic recognition as the fern and kiwi. We also wanted to connect OGPNZ with the global OGP brand, which includes a strip of many colours in their visual assets. 
THE PLANNING
In addition to her research about country, culture and people, Johanna also examined iconic images from New Zealand in nature, city, indigenous culture, infrastructure, farming, history, modern culture and other key touchpoints.
THE VISUAL THINKING
Johanna researched and sketched symbols, forms, colours, typography and imagery based on her thinking. She created mood boards that were repeatedly refined until they presented a full picture to meet the brief.
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THE PROCESS
Once Johanna developed a number of potential designs, she tried and tested these by asking for feedback from the team and people in her network with a connection to New Zealand.

Slack was used to facilitate open and fluid communication, which was essential for the dispersed remote team across Australia and New Zealand. Johanna also used Sketch and Adobe Suite (Photoshop, Illustrator, Indesign) throughout the project.
THE IMPLEMENTATION
Johanna was responsible for the visual strategy and design across a number of platforms including WordPress, Eventbrite, EDMs and social media.
 
Background