AMP DESIGN FOR NEW ZEALAND

Local Focus

Since April 2002 Cluster Creative have been working with AMP in maintaining brand consistency while ensuring the brand collateral is relevant to the local marketplace.

“Taking a global brand template and putting a local twist on it is not a skill every agency has but it is one Cluster have demonstrated they can fully deliver on,” former AMP Marketing & Communications Manager, Henry Popplewell, says.

“Cluster successfully put a New Zealand twist on the Australian imagery used by AMP New Zealand. A lot of the photography supplied by Australia was good but it didn’t have the right feel for New Zealand. Cluster has been able to show some really good creativity within some really strict guidelines.”

Innovation

Another innovation was the packaging of the AMP Business Markets Toolkit. A risk market related initiative, the toolkit is designed to be used on a day-to-day basis and provide AMP customers with free business savvy advice. It comprises a strong box that is practical but also looks good and fits on a shelf:

“The toolbox itself was quite challenging in coming up with an idea that was suitable and would work and be hard wearing enough. Cluster developed and built us a prototype. It is also easy to use and read, not boring or threatening and the colours were nice and bright.”

“They understand branding really well and know what we want. They are also very open, easy to work with and understanding of tight deadlines. When they say they will deliver, they do.”

Training Design

In 2010 Cluster designed the AMP training material, under the direction of training expert Athena Williams-Atwood. This required very clean design and open typography. Fast navigation of the information was helped by creating simple icons – an aesthetic that Cluster executed well.