It’s never been about what design is. It’s about what design does.
More than ever, the businesses that prevail are the ones that put customers first. Having grown upon a strong design driven approach – today we create and optimise experiences that engage and build customer relationships and value across multiple channels
The Short Story
DNA originated in Wellington in 1990, and opened an office in Auckland in 2002. Our structure and approach enable us to offer an efficient and broad range of strategy and design services to both local and international clients. All clients benefit from the full weight of DNA’s experience and resources, including an international network of first-class practitioners. We work across core disciplines of Insight + Strategy; Brand + Communication; Digital and User Experience; Retail and Customer Experience.
The long story
THE Long STORY
Our roots are in design, and today our culture and core competencies are still heavily design led. We have seen significant change in our 20+ years in business. Things have gotten brighter, shinier and faster around us all, but with that has come a need to stay closer to customers and deliver rich and relevant experiences across multiple channels. The design heritage we enjoy and our constant evolution based on this competency has been fundamental to growing our ability to mine and apply customer insight as we define and create solutions. Insight and customer literacy are central to how we address the challenges of our clients as they seek to grow intimacy, relevance and mutual value in their customer relationships.
20+ years is a while. In that time, we have established a defining culture of open hearted, curiously intelligent engagement with clients right across New Zealand business & society. We are a team of independent adults, working together, taking responsibility for our actions and their effect on the team and the relationships we build with our clients. These characteristics have allowed us to change continually, and sometimes radically to meet the needs of our clients in fast changing times - new technologies, new service models, competitive overload, increased consumer demand, changing consumer behaviors being just some of the drivers.
Our passion is as ever for the creative problem solving process, that is design. Founded on a granular, empathetic understanding of users, unbridled imagination and creative craft in many disciplines, we have demonstrated that design can produce transcendent results.