Port of Tauranga rebrands with Fuel
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Port of Tauranga rebrands with Fuel

New Zealand’s largest port selects Fuel Agency for first rebrand in over 20 years.

Responsible for a third of all New Zealand cargo, Port of Tauranga is New Zealand’s largest port and the economic heartbeat of the Bay of Plenty.

This is the first time in over 20 years Port of Tauranga has carried out a full rebrand.

“We appointed Fuel Agency as partner on this rebrand for their expertise and ability to communicate our aspirations for the future,” said Port of Tauranga General Manager Communications, Rochelle Lockley.

“The rebrand underscores Port of Tauranga’s commitment to team members and customers as well as the local community of our goal to continue delivering economic growth and prosperity to New Zealanders.”

Fuel Agency led the rebrand from conception and will provide ongoing communication and support for the implementation. Brand touchpoints will roll out over the coming months including signage, website, printed collateral, and other assets such as vehicles.

“Partnering with Port of Tauranga’s leadership team has been a great journey,” said Fuel Agency Managing Director Jason Marra. “From vision to values, working with such an iconic organisation on its identity transformation and brand strategy was an honour and privilege.”

Engaging Port of Tauranga team members on the rebrand journey was important to the management team, said Rochelle.  

“Our people are the backbone of the business and we wanted to involve them in the process. The local community is also proudly connected to the Port and the team at Fuel provided an engaging solution that will provide the platform for us to continue telling Port of Tauranga’s stories.”


Client: Port of Tauranga. Rochelle Lockley

Agency: Fuel Agency

Business Development Manager: Paul Lennane

Strategy Director: Georgina Milne

Creative Director: Georgia Barretta

Account Director: Kirsten Ogden

Design: Brittnee Covich, Hannah Meehan

Media Manager: Elaine Hislop