Hatchbox
The naming and branding of a facility for nurturing innovation
Auckland Unlimited needed a name and brand for their new public innovation lab. The lab creates opportunities for government, businesses and communities to develop ideas together. Auckland Unlimited asked us to lead them through naming, branding, and designing an identity for their lab. We created graphic guidelines, website design, tone-of-voice template, and environmental signage.
Hatching a memorable name
After facilitating discovery and naming workshops, Hatchbox was the chosen name. Hatchbox is where ideas hatch, where you move in and out of the box to challenge the norm. The association with ‘matchbox’ makes the name easy to remember. It also alludes to spark, enthusiasm and warmth.
"Professionalism, strategic
experience and creative flair…
hard to replicate elsewhere."
Catriona Stewart, Auckland Unlimited
Branding outside the egg
The Hatchbox brand needed to adapt to the various environments of Hatchbox’s customers. It needed to be fluid, flexible and a bit off-centre. We created a logotype that was distinct and able to morph into many different iterations. Four different lock-up designs, could render in four different colours. A colour palette matrix design ensured a consistent yet flexible brand delivery.
Results
The resulting brand represents the core of Hatchbox: ideas, innovation, and the nurturing and exploring of creative solutions.
Level 1, Shed 19, Princes Wharf
137 Quay Street, Auckland, 1010
+64 9 362 0951