AMI Round The Bays Wellington Event Identity

Round the Bays is an event that happens every year in Wellington, and has become quite a FUN event on the calendar - lots of companies put teams in, there is a real community participation - fun for everyone, you can run or walk the event. Designworks identified there was an opportunity to really connect AMI’s brand to this event, not only visually but as an extension of the AMI brand attitude. Di was asked to create the AMI Round the Bays identity. The solution used the Wellington bays landmarks, this created an identity that had strong promotional opportunities, with strong visual properties that could be leveraged and used in varying combinations/formats - within adshells, advertising, website, posters etc that would keep the AMI sponsorship event fresh and alive, therefore a memorable event for Wellingtonians. On the 20th February 2011, Wellington turned on the sun, the event had a record number of participants - 11,000 and still counting! And as they say, “You Can’t Beat Wellington On A Good Day”. Photos by C.Skelton and Nick Servian