On Thursday evening Auckland-based Mi9 revealed its vibrant new brand identity at a launch event announcing a new partnership with publisher Pedestrian Group.
Mi9 represents the New Zealand digital audience of premium international publishers, using data from Microsoft accounts and Experian Mosaic to provide advertisers targeted and high return on investment campaigns. The company boasts 2.2 million unique visitors and 102 million-page views per month across the content sites it partners with.
In line with its future outlook, to reflect the company’s position as a digitally led, future-focused New Zealand brand, the Nine subsidiary’s new brand reflects Mi9’s modern, fresh and energetic approach to media. The relaunch was strategically managed during the country’s Covid-19 Lockdown with the help of creative agency Stanley St.
The rebranding includes a complete overhaul and redesign of all brand assets including the company website, logo, graphics and signage. The new identity comes to life with gradient colour and reflects a more fluid and dynamic brand, representative of the Mi9 team and their offerings.
“When Mi9 developed our FY20 strategy, one of our priorities was to build a recognised and respected local digital brand, reflective of our great people and known, understood and admired by our clients and partners,” says Rhys Heron, Mi9 managing director.
“Our objective was reinforced when we surveyed our clients and the number one piece of feedback, they gave us was to increase awareness of the Mi9 brand. We didn’t need any more encouragement and commenced a review and redevelopment of our brand with local agency Stanley St from February.”
Head of brand experience at Stanley St, Bruce Gourley, says that his agency was tasked with injecting personality into the brand putting a more human face to a very data-driven service.
“We had to do this without compromising the professional integrity of the brand and believe that we found a solution by capturing the spirit of the people who work at Mi9. We feel the new identity strikes a wonderful balance between their systemic strength and a playful attitude,” Gourley says.
The reveal came alongside a new partnership with youth publisher Pedestrian Group. On August 6, Pedestrian Group launched some of their most successful Australian youth titles in the New Zealand market in partnership with Mi9. This will give clients opportunities to own some of New Zealand’s most visited international titles, including Business Insider Australia, Pedestrian.tv, Gizmodo Australia, Lifehacker Australia, Kotaku Australia, and POPSUGAR Australia.
“Mi9 are the natural partner for us in New Zealand. As part of the Nine family they understand the power of the Pedestrian Group brands and the premium commercial inventory that they create. It’s a pleasure to be working with the Mi9 team,” says Matt Rowley, Pedestrian Group CEO.
The addition of Pedestrian Group alongside Mi9’s other partners such as Microsoft, Dailymotion and ViacomCBS builds upon Mi9 New Zealand’s extensive suite of premium digital properties, which includes more than 2.2 million desktop users across Microsoft News, Outlook.com, MTV, Comedy Central, Nickelodeon, Nick Jr. and Dailymotion.
“Revealing a new brand that epitomises opportunity, it seems fitting to launch an exciting new partnership with Australian youth publisher, and Nine sibling, Pedestrian Group at the same time,” adds Heron.