Our Approach
We partnered with Cyclone to define a clear, purpose‑led brand foundation through a collaborative discovery process.
Using our brand framework methodology, we facilitated stakeholder workshops to explore Cyclone’s purpose, culture, values, and points of difference. The focus was on distilling a compelling USP, not as a tagline, but as a clear expression of Cyclone’s story and market positioning.
This was then brought to life across a range of digital web pages, social media templates, email marketing assets, sales collateral, and physical event signage — providing Cyclone with a modernised brand framework to support its go-to-market activities.
Execution
The engagement centred on strategy rather than aesthetics.
Discovery insights were synthesised into a refined brand framework, articulating Cyclone’s purpose, brand pillars, and narrative direction. Existing strategic and cultural initiatives, including Te Ao Māori perspectives, were integrated to ensure the resulting story was authentic, aligned, and future‑focused, providing a strong foundation.
Results
Cyclone emerged with a clear and aligned brand story they could confidently stand behind.
The work created shared understanding across stakeholders, sharpened Cyclone’s market differentiation, and established a robust narrative framework to support future marketing, partnerships, and growth – ensuring any visual evolution would be grounded in meaning, not surface‑level change
“Fabric delivered what we needed at the right time, helping us clearly articulate who we are and what sets Cyclone apart. The work strengthened our story and established a foundation we can confidently build on.”
Leigh Gibbard, CEO, Cyclone