REAL CLIENT CASE STUDY
New Zealand Walks
Logo Redesign / Brand Refinement / Stationery & Advertising
New Zealand Walks is a tourism business offering guided tour packages across Aotearoa’s most iconic Great Walks, attracting both local and international travellers.
When owner/operator Anna approached me, she had inherited a logo that was no longer serving the brand—limited in its usability, overly detailed, and difficult to apply across the growing range of touchpoints her business needed.
While Anna was understandably cautious about changing the logo, she also knew something needed to shift. My goal was to maintain the spirit of the original brand while bringing it into a more functional and versatile form.
The approach.
The redesign focused on improving usability without losing brand recognition. I simplified the original concept—retaining the hiker and mountain backdrop but removing unnecessary visual clutter like the foliage and intricate snow detail, which were often lost at small sizes.
A badge-style shape was introduced to connect the brand more directly to the outdoors and hiking culture, and to give the logo a more defined, ownable presence. I worked with the darkest shade of the original colour palette—a deep teal—and used negative space to create contrast and depth, resulting in a clean, single-colour mark that prints beautifully across a wide range of applications.
To ensure maximum flexibility, I created three additional logo variations: reverse, portrait, and landscape versions—giving Anna a robust, modern identity system that’s ready for both digital and print use, no matter the context.
From there, I rolled out the new branding across business stationery and advertising material, and developed mock-ups for merchandise to support future brand growth. Anna loved the clean, simplified look of the new logo—and felt, for the first time, like she could truly make the business her own.
