Mitre 10

Client: Mitre 10 MEGA

Celebrating the big people and personalities behind one of New Zealand’s biggest brands.

It takes more than a logo and colour palette to build a brand. You have to hero people and tell your stories.

Mitre 10 is one of the best-known brands in the country. But a national brand doesn’t make a local store visible. For a few key Mitre 10 MEGA stores in Auckland, the brand was everywhere and the stores themselves were barely seen online. No real digital audience, and none of the stories about the people who make each store what it is.

It’s a gap a lot of big-box and trade businesses fall into. The logo does the heavy lifting, the content is all price and product, and every store looks like the next one. Customers walk straight past the people with the real know-how, because nobody has ever told them who those people are.

So we put the people front and centre. Employee interviews, behind-the-scenes content, competitions and community-focused initiatives turned the team into the experts behind the brand, sharing advice their DIY customers could actually use. We planned, scripted, shot and wrote it all, building a platform where the local community could stay updated and learn.

The result was a loyal local following and customers who connect with their store on a personal level. A big brand, with real people at the front of it.