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The Elms



The Elms | Te Papa Tauranga, is one of the Bay of Plenty’s oldest heritage sites. As a place of early contact between Māori and Pākehā, this historic site remains at the centre of Tauranga’s history and identity today - set within a diverse and tranquil garden, this one hectare property is a must-see destination for visitors to the region.


Metro Marketing was engaged to modernise the logo and brand elements of The Elms, without eroding the deep affection that locals had for the property as a place of historical significance and value.  Inspiration for the brand came from talking to volunteers about The Elms, studying the history of the property, meeting with staff and trustees, and observing groups as they toured the site and learnt of its history. 


Based on the history of The Elms, we introduced the words Te Papa into the logo and created four design elements to represent the significant influences of shelter, people, land and water. From this we created a complementary colour palette, supporting graphics and patterns, brand guidelines and stationery.  We also assisted with promotional material for the brand relaunch, plus website design and the delivery of ongoing marketing and design support.

Do you have an upcoming project or are you looking for a marketing and design partner? We'd love to grab a coffee and discuss things further.

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