TBWA takes home a Purple Pin at this year’s Best Awards


TBWA was awarded the Purple Pin in the Ngā Aho category at the Annual Best Awards for their work on the new brand identity for Tourism New Zealand. The Purple Pin is awarded to the very best project in each discipline, for work that raises the bar of New Zealand design.

Philip Kelly, Head of Design, TBWA said, “The agency is thrilled to have recived this award. It was an 18 month project combining the hard work of the TBWA agency, Tourism New Zealand and our partners Karl Wixon of ARAHIA Pathfinders, Kris Sowersby of Klim Type Foundry and artist Rangi Kipa.”

Kevin Bowler, Chief Executive, Tourism New Zealand said the organisation is absolutely delighted with the award. “The 100% Pure New Zealand campaign has been running for nearly 15 years and it was no easy job taking something so successful and making it better. We wanted it to come from our place, to design something that reflects us as a people and us as a nation and I think the award acknowledges the great job the team did.”

Tourism New Zealand’s 100% Pure New Zealand project was a unique world-first, the coming together of a master carver, a world renowned type designer and the backing of New Zealand Tourism and cultural leaders. The result is a beautiful handcrafted and embellished font and logotype that is uniquely New Zealand and used across print advertisements and digital. 

The Best Design Awards, held on Friday 9th October at the Viaduct Events Centre, is the annual showcase of excellence in graphic, spatial, product and interactive design. Along with two unique awards, Best Effect Award and Nga Aho Award. The Designers Institute partnered with Ngā Aho Incorporated, the national society of Māori Designers in 2012 and brought this exciting new award to the Best Design Awards.