Tūroa
Once upon a time, our local maunga, Mt Ruapehu, stood as one. But recently, Tūroa and Whakapapa needed to part ways to survive — carving out their own paths for the future.
Enter two local legends, stepping up to revive Tūroa and breathe new life into the maunga and our little mountain town.
I was brought on early in the journey to support a refresh of the ski field’s brand — our beloved backyard mountain, just down the road from our cosy cottage.
After spending 8 seasons overseas as a ski instructor back in the day, it’s been epic to return in a totally different way — reconnecting with that alpine buzz through design and storytelling.
Working closely with the team, I helped redevelop the visual identity — from brand guidelines and on-mountain signage, to updated trail maps, digital assets and more.
So proud to see Tūroa thriving again, now backed by a 10-year concession. Long live our maunga!
Services
Branding & design with the Tūroa marketing team.
Developed brand guidelines and ensured alignment across all channels.
Designed a full suite of strategic print and digital assets — including campaign ads, on-mountain signage, merch, posters, magazine placements, EDMs, and social templates — all aimed at strengthening brand presence and speaking to the wide mix of adventurers, families, locals, and snow-lovers who make up the Tūroa whānau.
