Client: Metlifecare

Agency: Choir

Collaborators: Gaysorn Thavat (Director), Exit Films, Dean McKenzie (Photographer), Troy Kingi and Karl Steven (Music)

I love a projects where I get to carry a brand idea right through from the beginning of the journey. For this one, I worked with Christchurch agency Choir to develop a new brand proposition for Metlifecare — Welcome home.

This simple two word sentiment (reached after an intensive exploration of values and objectives) started as an internal value proposition. It formed the foundation of their brand identity redesign, and then become an outward facing tagline for successive advertising campaigns.