Ocean Design is an independent, New Zealand-owned creative company based in Wellington. We partner with established and emerging businesses to design and transform their brands and brand experiences. For over 25 years, we’ve helped businesses thrive in a changing world by achieving more meaningful connections with their customers.

1. Boost your business
in China with
strategic branding

2. Since 2013, China has overtaken Australia
as New Zealand’s largest export market.
China is a market with a distinctive culture,
and many New Zealand businesses need to
refocus their branding to target the market.
With increasing competition, it’s vital to
build your strategic brand and brand
experiences.
Ocean is a New Zealand-based creative
company with international branding
experience. We look forward to partnering
with you to boost your business in China.
Boost your
business
in China with
strategic
branding
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3. • About us
• Our approach
• Our work
What’s in the
following
pages
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4. About us
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5. Ocean is an independent, New Zealand-owned
creative company based in Wellington.
We have a strong focus on partnering with our clients
wanting to do business in China. Our insights and
inspiration come from our indepth research and
experience of Chinese culture.
For over 25 years, we’ve helped businesses thrive
in a changing world by achieving more meaningful
connections with their customers. We partner with
established and emerging businesses to design and
transform their brands and brand experiences.
Who is Ocean?
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6. Consulting
We partner with you to
develop strategies that
capture opportunities
in the China market
for your brand,
communications and
culture.
Branding
We help you to define
your brand strategy and
brand identity to create
clarity and cohesion in
fast-changing overseas
markets.
Experience design
We enable people
with different cultural
backgrounds to connect
with your brand through
physical and interactive
environments, and
digital products and
services.
Storytelling
Working with you, we
write the stories at the
heart of your brand
that connect you to the
audiences in China you
need to reach.
Brand management
We continually generate
updated insights on
the China market and
help you to implement
and monitor your
brand perception and
performance.
Our expertise
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7. Our clients
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8. Meet the team
Ocean has a team with a wealth of
international branding experience.
We work closely with our clients to deliver
world-class branding programmes to inspire
growth and achieve business goals.
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9. Fay Nie
BRAND STRATEGIST
Fay’s experience in Asia, especially
China, gives her a unique
perspective to help clients grow in
the international market. She has a
rare ability to align brand strategy to
business strategy.
Her clients include FlyBuys, ANZCO,
Fisher & Paykel, Volkswagen, Audi,
Financial Times, Bottega Veneta,
Sinopec, Air China, and OPPO.
Our China experts
Blair Mainwaring
MANAGING DIRECTOR
Blair is design-trained, with 25 years
industry experience – 23 of these as a
Director of Ocean.
Blair has sharpened Ocean’s focus
on the business strategies of clients,
enabling Ocean to play a more
fundamental role in their commercial
development and growth. These clients
include export-focused brands like
Pipfruit NZ, Cervena, and Woolyarns.
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10. Shayne Priddle
STRATEGY DIRECTOR
Shayne brings over 25 years
experience in sales, marketing
and project management.
Shayne is currently helping
export-focused clients ANZCO
and Synlait Milk with their brand
strategy projects. He played a
key role in redesigning the brand
experience of Loyalty New
Zealand (Fly Buys), Tru-Test and
Lincoln University.
Peter Montgomery
CREATIVE DIRECTOR
Peter joined Ocean as Creative
Director of the Design team after
12 years at Clemenger BBDO
Wellington. He designed the new
New Zealand passport.
In his projects with NZTE,
KiwiRail and Education NZ, Pete
helped to successfully target
Chinese audiences.
Dr Richard Janes
DIRECTOR
Richard has an extensive
background in management.
He is a Chartered Fellow of
the Institute of Directors. His
current directorships include
Deputy Chair of Lotto NZ and
director of Gallagher Group and
Centreport.
His first business visit to China
was in 1976 and he has travelled
extensively in Asia as part of his
international responsibilities.
Our China experts
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12. Our brand development process
1. Discover
Weworkcloselywithyoutounderstandwhatsuccesslookslike.Our all-of-
business approach enables us to develop a brand solution that aligns with
your vision and strategic objectives.
2. Define
We define the strategic brand blueprint for your business – the brand
strategy. We define a single thought or brand idea that provides the fuel
and direction for the brand’s creative development.
3. Create
We develop concepts and refine our creative for a brand/visual identity
for you to approve. We present you with a choice of concepts, and each
concept includes a concept rationale and an overall strategic rationale.
4. Realise
Once you’ve approved the brand’s creative concept and direction, we map
out our approach to implementing the brand communications. We take care
to engage the right person for each job.
5. Manage
We create a plan for you to manage your brand because brand
development continues long after the final sign is hung or the website is
launched.
Manage
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Discover
Define
CreateRealise
steps to perfection
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13. Our China
branding workshop
This workshop on how to build your brand in China will
give you an understanding of how to:
• conduct customer research on a low budget
• target customers with different needs
• reposition your brand for the China market
• give your brand a Chinese name
• build your brand experience around the strategy
We can tailor the workshop to your
specific needs.
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14. Our research
We’ve conducted research on local consumers to provide indepth insights:
Lifestyle and brand choices of Beijing women
Note: We can share this research on request.
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15. We’ve conducted research on local consumers to provide indepth insights:
What New Zealand origin means for different customer segments
Our research
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16. Our work
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17. The following case studies represent a small
cross-section of the branding projects we’ve
delivered for our clients doing business overseas.
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18. Wine labels
Website
In 2010 Murdoch James Estate Wines received
significant investment from a Chinese
Wellingtonian who opened up a market in
Xi’an, mainland China. The opportunity arose
for Ocean to create two separate brands so
that Murdoch James Estate could continue its
commitment to the China market.
The brand needed a strong retail presence to
stand out on the shelf. We built a brand that
clearly conveyed its New Zealand heritage but
created a desire within the China marketplace.
Brand launch
Murdoch James Estate
iPad presentation Prospectus
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19. Brand
Website
Chinese international students are a significant
target group of New Zealand universities. In
collaboration with the University of Auckland
Business School, Ocean designed a new brand
identity system and developed brand collateral
for each programme using insights from a
diverse range of international students.
As a result, course registrations grew by more
than 13%, with significant spikes in engagement
on the new website.
Brand Refresh
University of Auckland
Business School
iPad presentation Prospectus iPad presentation
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20. Product Brochures
Website
Over seven years Ocean worked alongside
Merino New Zealand, and with their individual
brand partners, to create compelling,
customised brands. In particular we worked
to brand and market their 100% New Zealand
Merino wool into overseas markets.
A brand strategy and identity for New Zealand
Merino was developed, comprising brand
stories and identities for each of their brand
partners. The New Zealand Merino brand was
first to market with its own distinctive merino
story. To support the brand, we designed
tailored, multi-lingual, and multi-market
promotional literature.
Brand Strategy
Merino New Zealand
iPad presentation Prospectus
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Would you like to know more?
Please contact:
enquiries@oceandesign.co.nz
Level 1, 143 Vivian Street, Wellington
+64 4 801 5700