Where art and coastline collide—transforming rugged headlands into elevated experiences that blur the boundaries between natural wonder and creative vision.
Every two years since 2003, Waiheke Island's Maitiatia Coastal Walkway transforms into an extraordinary artscape where contemporary sculpture meets dramatic landscape. This beloved biennial exhibition drapes the iconic headland in a stunning cloak of art, creating New Zealand's most distinctive outdoor gallery experience.
The aspirational brand story "Art & Nature. Elevated" was developed to elevate both the exhibition's profile and its fundraising potential. This campaignable narrative flowed through every touchpoint, providing a strategic framework for all communications.
The existing wordmark received a contemporary refresh alongside a revitalised color palette inspired by the exhibition's natural setting. In-situ sculpture photography became the hero of all communications, while bespoke iconography was developed to clearly communicate supporter packages within the Patron appeal documentation. The result was a cohesive brand system that honored both the artistic vision and the breathtaking landscape that frames it.
Agency: Brandwell
