NZ Wool Group had outgrown its name. Originally known as NZ Wool Dumping Group, their identity no longer matched the scale, expertise, or ambition of the business. Wool is one of the world’s most sustainable resources, yet its value was often overlooked. The industry needed a shift. One that made wool’s future as clear as its past.
This rebrand positionined NZ Wool Group as a leader, giving farmers long-term certainty, strengthening Iwi partnerships, and making it clear that New Zealand wool belongs on the world stage. They needed an identity that reflected their impact and a brand presence that turned recognition into reputation.
A new name. A refined identity. Photography, video, a new website, social media, and print. Every element was designed to position NZ Wool Group as the trusted, forward-thinking, and sustainably driven company they are.
The brand launched both locally and internationally, turning heads at the Nanjing Wool Conference in China. The new logo, a modern take on the wool bale stencil, blends heritage with a fresh, refined identity. Trademarked and built to last, it’s a mark of trust and progress.
We worked with them to bring their vision to life through film, shaping a story that is both grounded and ambitious. We created a production that showcased the impact of wool, the shift that’s already happening, and the future NZ Wool Group is leading. Good Thunder art directed the visual storytelling alongside videographer @mifarr, crafting a short film that feels as honest and powerful as the industry behind it.
Isaac refined the brand’s voice into something clear and confident with a story that connects with the people who matter most. David ‘Bronco’ Carson, the industry veteran at the heart of NZ Wool Group, leads a team backed by Iwi who have cared for this land for generations. The brand had to feel as real as the work they do. Danelle Kendrick’s photography captured real people, real work, and a deep commitment to the future of New Zealand wool.
Since its launch, NZ Wool Group has entered its next era. Bigger stage, a stronger presence, and a brand that finally reflects the business behind it.
