Rebranding the Bay
What makes a place truly unforgettable? Is it the golden beaches, the rolling hills, or the vibrant urban buzz? For Our Tauranga Region, the answer is something deeper. It’s in the stories of the people who live and work there. Now, in a bold move to express the essence of Tauranga and the Western Bay, the team is turning to the community to help define the region’s next big identity.
words HAYLEY BARNETT
After years of watching Tauranga and the Western Bay grow in size and diversity, Our Tauranga Region has embarked on a journey to develop a new brand. In fact, it will be the first brand the region has ever adopted, and they want to make sure it’s one that genuinely reflects the spirit of those who call the Bay home.
“We’ve got this beautiful region, but the way we talk about it hasn’t caught up with who we are now,” explains Haydn Marriner, project lead at Our Tauranga Region. “We didn’t want to slap a logo on a postcard and call it a brand. It has to be a reflection of the people – our mana and values.”
Rather than relying solely on marketers or consultants, Our Tauranga Region is crowdsourcing the heart of the brand from its own community. They’re meeting with iwi, local businesses, artists, and residents to uncover what truly defines the region and its people. Nothing has been decided yet; even the term 'Our Tauranga Region' is a temporary white label identity that will be retired once the new place brand has been delivered.
“Branding is no longer a top-down process,” says Marriner. “It’s about co-creation. We’re not just building something for the community. We’re building it with them.”
One of the key principles guiding the project is authenticity. Our Tauranga Region is working closely with tangata whenua to ensure the brand is grounded in te ao Māori and the unique cultural fabric of the region. As Marriner puts it, “You can’t tell the story of this place without starting with the people who have been here the longest.”
While culture and heritage are central, the brand also aims to represent the region’s evolving identity and its entrepreneurial energy, creative spirit, and laid-back lifestyle.
The process has been anything but conventional. From community hui to online submissions, the brand development has become a dialogue, not a monologue. And it’s working.
“What’s been amazing is how much people care,” Marriner says. “There’s a sense of pride and ownership coming through in every conversation. Whether someone’s been here five minutes or five generations, they’ve got something to say about what makes this place special.”
The branding project is set to roll out over the next few months, with a visual identity and messaging platform expected later this year. But for Our Tauranga Region, the journey has already delivered its own reward, which is a stronger connection between the people and the place they call home.
“If we get this right, if we create something true to us, it'll resonate with locals, with visitors, with businesses – with everyone!” Marriner says. “Because it’s real.”
Have your say at: OURTAURANGAREGION.COM
