Tourism Bay of Plenty and Tauranga City Council tap Guardians for landmark place brand project

After a thorough and highly competitive selection process, Aotearoa engagement-led design agency Guardians has been appointed by Tourism Bay of Plenty and Tauranga City Council as the agency to develop the official place brand for Tauranga, a first for the well-known destination. This appointment marks an important step in Tauranga’s journey to define its identity, celebrate its uniqueness, and showcase its many stories to the rest of Aotearoa and the world.

Says Anzac Tasker, Founder of Guardians: “Tauranga is a spirited place, full of pure energy, a spectrum of colour, and real opportunity.” It’s a place where culture, heritage, innovation, and natural beauty intersect to create something truly special the world is seeking. Its role in Aotearoa New Zealand’s social, environmental and economic prosperity cannot be overstated. We are excited to collaborate with local creatives, communities, iwi, and businesses to craft a place brand that reflects the mana of Tauranga and positions it as a city of global significance.”

Guardians brings extensive experience within its team in designing place brands that are authentic, inclusive, and strategically future-focused. By capturing what makes Tauranga distinct, the brand aims to create a sense of pride and belonging among its residents, while also presenting a strong brand story to the wider world.

Says Haydn Marriner, Project Lead for the Our Tauranga Region Place Brand Project: “Tauranga is a city that leads with purpose, a place defined by creativity, ambition, and a deep love for its people and environment.

“Partnering with Guardians, leaders in place branding, cultural authenticity and storytelling, is an incredible opportunity to capture not just where we are today, but where we’re heading. This work is about honouring our shared pride in home and community, while building a bold, future-focused identity that reflects Tauranga’s growing influence and endless potential.”

Says Olivia Darby, Partner and Strategic Director of Guardians: “A place brand isn’t just a logo or a tagline, It’s a story that lives with the people, places, and culture of a city and acts as an invitation for the many to come and contribute positively. Our work will focus on creating a brand that can guide Tauranga into its next chapter.”

The Guardians will begin work immediately, focusing on creating a brand platform that is flexible, adaptive, and relevant across multiple platforms, from civic communication and tourism campaigns to investment and trade promotion. Shaped alongside Tauranga’s talented creatives and wider communities, this project represents a rare opportunity to craft a place brand that is truly owned by its people, designed to inspire and build connection at every level.

Pictured (L-R): Olivia Darby (Strategic Director), Amy Tasker (Design Director) and Anzac Tasker (Creative Director)

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel