On one level, this project was about consolidating over 15 separate digital channels into a single cohesive presence catering to all aspects of ChristchurchNZ’s diverse audiences.  This reimagined site needed to serve broader business objectives in order that Christchurch and Canterbury wasn't just seen as just a tourism destination but as a dynamic hub that attracts and provides opportunity for lifestyle, entrepreneurial development, tertiary education and conference hosting, as well as acknowledging and celebrating its role as both the Antarctic Gateway and the cinematic backdrop to many successful films.

On a deeper level, this was about igniting bold ambition for the city and region.  This was done through embracing a narrative of exploration, a central tenet of ChristchurchNZ’s mission. In Christchurch, exploration is part of who we are; it is part of what has shaped us.  We are hardwired to challenge the status quo, to imagine, explore and discover what’s next.  Christchurch is a city founded on that spirit; our history was built on it, and our future will be created by it.

This mantra of exploration framed our strategic and creative approach to delivering a future focused foundational digital platform to help serve ChristchurchNZ in creating an exciting and bold new future for the region.

It was critical that the site presented a consistent & intuitive navigation scheme, catering to the diverse audience. A comprehensive UX exercise was undertaken with a focus on mapping, organising, structuring and labelling content in an effective and sustainable way to ensure that ChristchurchNZ was able to easily and autonomously manage content going forward.

Creatively, the visual design needed to be both uncluttered but quietly confident, guiding the user through an exploration of the site.  The use of typography and colour throughout the site is balanced with evocative and emotive imagery, utilising the established brand palette to indicate importance of information hierarchy and clear calls to action.

The inspiration filter See & Do was conceived as a central exploration device, and guided users to content relevant to their needs, with rich, striking and powerful photography paired with emotive editorial content. Aspirational wayfinding pillars such as Explore the Unforgettable, Expect the Unexpected, Experience the Extraordinary tempted the user to explore further.

There is no doubt that the new ChristchurchNZ website has a critical role to play in building on Ōtautahi Christchurch’s strong reputation as a basecamp for exploration and innovation.