Developing Royal NZ Navy’s Internal Brand Communications Toolkit
Engaging a diverse group like the Royal New Zealand Navy—spanning sailors and officers, seasoned members and fresh recruits, whether at sea or behind a desk—was no small challenge. It demanded a careful process of discovery to uncover a voice and visual language that could resonate across ranks, roles, and cultures.
To meet this challenge, we worked closely with the Navy to create an internal communications toolkit that unified their brand identity while allowing flexibility for diverse needs. Through workshops, interviews, and collaborative feedback, we identified key values and visual elements that reflected the Navy’s ethos. The result was a comprehensive toolkit that included templates, tone-of-voice guidelines, and adaptable design assets. These tools empower their team to communicate effectively and consistently, fostering a stronger sense of connection and alignment across their entire workforce.
My contributions to this project were performed during my contract with Wonderlab.
The Result?
A versatile, user-friendly toolkit that empowers the Royal New Zealand Navy to communicate with clarity, consistency, and confidence. By aligning their internal communications with a cohesive visual language, the toolkit has strengthened connections across ranks, roles, and locations—ensuring every sailor and officer feels informed, valued, and part of a unified team.
So, let’s take a peek shall we?
The Goal?
To develop a cohesive, strategic internal communications toolkit for the Royal New Zealand Navy that aligns with their existing brand identity while connecting and engaging a diverse audience—sailors, officers, long-serving members, and fresh recruits alike. The objective was to ensure consistent, clear messaging across all ranks and roles, whether at sea or behind a desk, fostering a unified sense of community and purpose within the Navy. Additionally, we had to ensure that all templates could be seamlessly created in Microsoft Word and PowerPoint, adhering to the Navy’s security protocols and software requirements.
The Process?
As a contractor at Wonderlab, I worked alongside the team to transform workshop insights into a practical, effective toolkit. One of the key challenges was designing within the limitations of the software the Navy’s personnel were required to use, ensuring compliance with security protocols. All templates needed to be easily produced within Microsoft Word and PowerPoint—programs that were already in use across the organisation. This meant our designs had to be flexible and adaptable within these platforms while still maintaining the integrity of the visual language. I contributed to developing graphic elements, type rules, and templates that were both effective and practical. Additionally, we ensured that all visual assets could be replicated easily by Navy members, creating a streamlined approval process for content via tools like Planable, ensuring content could be reviewed efficiently before scheduling.
The Outcome!
A cohesive, adaptable internal communications toolkit that successfully navigated software and security constraints while meeting the diverse communication needs of the Royal New Zealand Navy. The final solution empowers the Navy to maintain a consistent, professional visual identity while adhering to the necessary security protocols. With easily accessible templates in Microsoft Word and PowerPoint, the Navy can efficiently create content that resonates across all ranks and roles. This toolkit has simplified the messaging process, fostering greater unity and clarity across the entire organisation.
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