Pioneer Group

Services

Brand Strategy
Brand Story
Key Messaging
Brand Identity Design
Brand Guidelines
Website Design
Website Development
Collateral & Social Design

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The Pioneer Group has changed significantly since it began in 1964 as an engineering workshop fabricating farm equipment - to its current status as New Zealand’s leading manufacturer and supplier of waste and recycling machinery.

While the business was occupying a market-leading position, the brand had been left behind and was increasingly becoming an obstacle to achieving the company’s growth ambitions.

We partnered with Pioneer to rectify this - evolving the brand from a product supplier, to a purpose-led solutions partner. The new brand narrative, identity and website repositions Pioneer as the waste and recycling innovators that they are. Anchored around the idea that while being a pioneer once meant making your mark on the world, progress today is about what you don't leave behind. It's about a legacy of less.

The impact of the rebrand has been felt widely across the company, summed up best by Surajit Mahanty, Pioneer's Head of Sales & Marketing...

"Our new brand and website has had a remarkable impact on our business. We have experienced a 70% rise in total sales year-over-year and more than a 400% increase in direct sales through our website plus a 50% boost in enquiries for our large machines, which are typically handled on an enquiry-only basis."

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