It's Not Just a New Logo: The Story Behind Our Rebrand
Getting to the Core
With three offices across Aotearoa – Rotorua, Tauranga and Christchurch and a growing team, now felt like the ideal time to refresh the Higher Perspective Conferences and Events (HPCE) brand. We have a new look that reflects our purpose, values, long-term vision and the quality events that we deliver for our clients.
After 8 months of being the brand and marketing specialist for our company, talks began about a rebrand. I was incredibly excited by this as I felt the current brand lacked presence, creativity, and uniqueness. The previous branding stood the company incredibly well in its first 5 years of operation and allowed it to mature into what it is today. With a growing team and so many changes occurring, a new look has everyone excited, and it has united us as a team.
Image 1 - Previous logo
We didn’t have an identity crisis like most brands do when they decide to rebrand. We needed a refresh and at the same time it was essential for us to revisit our purpose, values, positioning, and our vision for the future. We took stock of what distinguishes our brand from the crowd and would enable us to connect better with our clients and understand our position in the market.
As part of the refresh process our team began brainstorming and putting pen to paper, revisiting our core values: Professionalism, Trustworthiness, Human Connection, Adaptability, Curiosity, Innovation and Long-Term Vision. These guide us in everything, from logo to service.
A Visual identity with a bright future
Being well-known within the business events industry our name and logo was one of our brands most memorable components. When we decided to refresh, we wanted to avoid losing too much of the brand's recognition and retain important elements of our previous brand. We wanted to maintain a sense of continuity. The “Giraffe” will always be part of the brand as HPCE sees the event industry from a higher perspective!
The Giraffe evokes curiosity and shows that we view our events and the way we do business differently to others. Giraffes, with their long necks connecting head and heart, represent looking into the future. They symbolise the ability to rise above and see the bigger picture, while also illustrating sincerity, softness, and inner calm. Across cultures, these graceful giants are associated with the capacity to stand out from the crowd with kindness and a clear view of the world.
These symbolic traits are present in our team and especially in our event managers. Event managers are required to see the bigger picture and remain calm at times when others can’t.
Image 2 - New primary logo and sub mark
Finding the right hues
Colour can have a huge impact on a brand — in fact, some colours are now synonymous with the brands that use them, like McDonald's yellow and Google’s use of blue, green, red, and yellow. Choosing the right colours wasn’t an easy task.
Looking at our brand colours with fresh eyes and using colour psychology helped us to evaluate whether they would be working with (or against) the brand image that we were looking to project.
Image 3 - New secondary logo and sub mark
The colour palette of purples was chosen and was not something that we initially considered, but once the logo and colours were put together it really showcased our brand in the best light. Purple signifies creativity, wisdom, imagination, and elegance. We elevate the events we manage for our clients.
Purple also signifies luxury and wealth, and this comes back to the experience we want our clients and industry partners to receive. We want them to know that they come first, they will be well looked after and that they will benefit from the wealth of experience our team brings to their events.
Image 4 - New service Icons
Building connections through our brand voice
Our new brand voice reflects the people within our business. We are bunch of individuals that are formal when we need to be and when the situation dictates but casual, friendly, and approachable the other times. We don’t talk at our clients; we talk to them! We involve them in the conversation and ask questions out of curiosity to build positive relationships.
In our company we have this saying” Our clients start as clients and become friends”. This saying really shows the nature and personalities of the people within our business.
Professional to us is showing that we are approachable, experienced, and efficient at what we do. We do not lose sight of the fact that we are all human, we need to be kind to one another, and we can all have bad days.
As humans we crave connections, and this is what we seek with our clients and industry partners. Our relationships are solid and by getting to know one another more deeply we can provide services that exceed expectation. You will find us connecting with clients and industry partner across these social channels- Facebook, Instagram and LinkedIn.
Image 5 - New look LinkedIn profile
The voices behind the vision
Deb our thoughtful and kind Managing Director did an incredible job of steering HPCE into what it is today, so let’s hear her thoughts on the new look.
“The business events industry is part of my DNA, I have been in this industry from the age of 18 and the passion I had then still remains. When it came to refreshing our brand, I took a moment to stand back and reflect because I realised, I am living out my dream.
Our brand refresh needed to be designed to reflect our thinking based on where we are at today and where we want to be in the future. HPCE occupies a distinct and dynamic position within the events landscape of New Zealand. As a full-service event management agency, we stand out for our multifaceted expertise, unmatched industry experience, and a holistic approach that spans strategy, operations, project planning, budget management, and beyond.
Our unique proposition lies in the seamless fusion of professional excellence with an authentic human touch. By navigating the event realm with strategic brilliance, fostering genuine connections, and fearlessly embracing challenges, we carve a niche as trailblazers who set new industry benchmarks.
Our new look and feel resonates with that; the purple is bold and distinct, the giraffe stayed - it is my spirit animal. It reflects the way we stand tall and look to the horizon, the landscape and use all the factors of what is happening around us and ahead us for our planning, we use that as our ‘perspective’. Our team are proud of the new brand and excited to share it with everyone”.
Daniela Olphert is growing the business in her role as General Manager at HPCE. Daniela originally started with the company from the very beginning in 2019 as an event manager.
“I have had the privilege of watching HPCE grow from a concept into a successful business. HPCE has come a long way in its first 5 years, and I am incredibly excited to see where the next 5 years will take us.
At HPCE, we are not afraid to think big and to look beyond the horizon and our brand refresh shows just that. I thought that purple would be too much, but I love it. We constantly evolve, adopt new technologies and stay focussed on our business goals and through our new website and social media channels you can now see this. We are a passionate team and work hard to achieve the best possible outcomes for our clients.”
Our team have had Vanessa Huntly join as an event manager and we are excited for you all to meet her. She brings the same level of quality, experience, professionalism, and kindness to her events as Deb and Daniela do. She is a real asset to our team.
“I recently joined the HPCE team, so I wasn't involved in the whole process, but I love the uniqueness of a giraffe in the logo and the use of colour that piques interest. I personally resonate with the company’s vision and core values sitting behind what you see in the visuals. I look forward to engaging with past, present and future clients on this new journey for HPCE”.
You’ve heard from the others in the team on what they think our brand refresh so perhaps I should let you know how I feel.
“I am incredibly proud of what our team have created. Our new website looks incredible, and our hard work has paid off. I really feel that the new colour purple is representative of the quality of events that we deliver for our clients. Some see the purple/lilac as being very girly, but I see it as what sets us apart. We stand out and we are different”.
Image 6 - New website
Your Vision, our Event Management Expertise
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