The hub of marketing.

Marketing Association

Brand Creation

See all case study images
Read about the challenge, solution and result

The Challenge

The Marketing Association (MA) is the hub of New Zealand's marketing industry, the heart of our marketing community and a centre of excellence for all things marketing. With an established member base of approximately 4,500, MA regularly engage with over 6,000 business and marketing professionals each year. Their purpose is to raise the bar of marketing as a profession and build awareness of its value to New Zealand businesses – in short to get more marketers in the boardroom.

As the organisation that represents marketing as a discipline, MA knew the current brand had done all the work it could for them and it was time for an update. They approached us to not only bring the branding into this century but to develop a clear positioning and brand segmentation strategy. We were tasked with designing vibrant, fresh collateral that communicated MA’s ambition to be on the cutting edge of marketing and up to date with the industry. As a membership based organisation it was also crucial to build a brand that promotes and attracts member and industry engagement.

The Solution

DNA created an aesthetic that conveys the values of the Marketing Association and developed a flexible and practical design system that would allow them to confidently manage communications design themselves. Segmenting the association into sub-brands clearly defines the MA main brand as the hub of all things marketing and the sub-brands as the enablers that fuel the industry – each division focusing on different disciplines and growing marketers. The three sub brands are Educate, Inspire and Advise - all with their own personality, attributes and aesthetics.

The previous logo, a multi-square device, was incorporated but refined to become a single entity. This square form became the key element of the brand, as indicated in the emphatic full stop within the logo, and as the graphic device throughout the system. Using a gridded and unified approach the designs were clever enough to be able to be applied to a vast range of media and communications with ease and consistency.
DNA also worked on the re-launch of the MA website with a view to making it a place where marketers can come together and share information, blog and get access to tools to develop their skills. The website showcases the brand in an informative and in-depth forum.

The Result

The new brand clearly positions MA as a leader, with a modern and fresh outlook. Each discipline has its own identity allowing for targeted messaging and volume to communicate their specific messages. MA have received very positive feedback from both industry and members and they have also seen increased attendance at member events.