Stuff Ltd. is the largest media company in New Zealand, publishing over 80,000 articles each year through its website and various newspapers & magazines. Stuff.co.nz alone is viewed over 1.5 million times a day.
In 2020, Sinead Boucher bought Stuff back from it’s overseas owners. Since then, they’ve been on a journey to chart their own path and set their own rules. To be bolder, braver, and re-imagine what a media company can be. To follow no one.
Stuff needed a new positioning and identity to help illustrate and amplify this new direction. Led by the idea of ‘follow no one’, we crafted a new brand that cherishes its unique past while carving its way into the future.
The new identity is built on an extensive colour palette, bespoke typeface family, and ‘platform’ layout system; Creating a brand full of contrast, and allowing for super expressive ways to tell stories and highlight content.