The New Zealand side of the OneFortyOne business is arguably experiencing a bigger change than other areas as it transitions from the well known regional brand Nelson Forests to OneFortyOne New Zealand as part of the company-wide rebranding project.
Environmental Planner Heather Arnold helped to create the visual identity for Nelson Forests when it changed from Weyerhaeuser in 1997 and believes the latest change to OneFortyOne New Zealand is an exciting step forward.
“It’s opening up the business to being more than a log and lumber producing business,” says Heather. “It’s looking to the full benefits fibre can provide. We are yet to realise a lot of those values, but we’re positioning ourselves to do so.”
Executive General Manager New Zealand Lees Seymour agrees. “It has a dynamism to it. It’s energising and new and it fits with the wood industry we’re in. The team love it and I love it and that will come through in the way that we talk about it, which will help the community to connect with it and the brand story.”
While there will be a transition period in the community because Nelson Forests is such a well known brand, there is now an opportunity for everyone in OneFortyOne New Zealand to share the story behind the OneFortyOne name.
“It’s really going to be up to us to make contact with our communities and let them know that the people are still here,” says Heather. “They’re still going to ring the same phone number and get the same people. Our brand face might change but our underlying mindsets and ethics remain.”
Executive Assistant Petrina Francis has been leading the New Zealand rebranding project team in Nelson.
“There was a lot to consider,” says Petrina, “from our PPE gear and corporate uniforms, to document templates, printed material and all the site and forestry signage, as well as our online presence.
“I have been impressed with the way staff have supported the new branding and the positive reaction from everyone when the new logo and colours were first unveiled. They have been positive and right behind the rebranding from the start. I think that is a credit to the culture of the company and the leadership and direction from our senior management.”
Petrina says that the project has also helped to develop relationships with OneFortyOne colleagues in Australia.
“A huge benefit is that it will unite the company as a trans-Tasman business, with one brand and logo,” says Petrina.
The complex task of implementing the rebrand across a multitude of touchpoints will continue for months to come.
“We have more than 100 forestry signs that need to be rebranded so this will happen over a period of time. The company has also been a major contributor to community sponsorships over the years and our new logo will need to be updated on every sponsor’s website and sign, wherever we are referenced. Other things such as our corporate uniforms and vehicle branding are being reviewed later in the year.”