The challenge was to revitalise a familiar brand without losing the recognition and trust built over four decades. The new identity needed to appeal to a broader, more varied audience while working just as hard for exhibitors, creating a stronger proposition for both sides of the event.
At its heart, the Auckland Home Show delivers something that digital channels can’t quite replicate: the opportunity to see what’s new, discover ideas, talk to experts, compare products and experience them in person. The brand needed to bring that value to life.
Our opportunity was to reposition the Show around the idea that great spaces don’t happen all at once. They evolve through ideas, discoveries, decisions and inspiration — piece by piece.
From this came Evolving Spaces.
The new identity is built around a modular system of shapes and forms that can come together, move apart and continually reconfigure. Like the homes and gardens it represents, the system is designed to evolve. It gives the brand a strong visual structure while creating enough flexibility to work across different audiences, categories, formats and experiences.
The system also provides a unifying foundation for the wider event ecosystem, bringing the Auckland Home Show, Garden Showcase and Canterbury Home Show into a connected brand world while allowing each to retain its own identity.
Warm, contemporary and digital-first, the new identity moves the Auckland Home Show away from simply being a long-established event and towards a brand that feels active, current and full of possibility.
The future of a heritage brand isn’t about holding onto the past, it’s about continuing to give people a reason to show up.
A new identity for a Show that’s always evolving.
