Region of Wairuatanga
Themes to guide authentic storytelling
Themes to guide authentic storytelling
How we talk about Auckland
Four distinct themes emerged from our brand research, each capturing a unique aspect of what makes Tāmaki Makaurau Auckland stand out.
Rooted in our region’s unique identity, these themes give you a practical way to bring your Auckland story to life.
Auckland's Brand Themes
Whether you’re running a campaign, welcoming visitors, or sharing local stories, the Auckland Brand Themes help you speak about Tāmaki Makaurau with clarity and authenticity.
Collective Worlds
Many cultures, one city.
With one in three Aucklanders born overseas, diversity is part of who we are.
We’re proudly multicultural, welcoming, and globally connected.
Tip: Use inclusive imagery and celebrate cultural richness in your content.
Playground for ideas
Bold thinking starts here.
Auckland thrives on innovation, creativity and a can-do spirit.
We prioritise people, wellbeing, and purpose-led growth.
Tip: Show off youthful energy, open-mindedness, and entrepreneurial moments.
Urban Oasis
City life, naturally balanced.
Auckland offers the best of both worlds, blending the buzz of the city with the calm of nature.
We take pride in being a restorative region with a truly balanced lifestyle.
Tip: Use visuals that connect our skyline with our coastline – or both.
Auckland's Brand Themes
Whether you’re running a campaign, welcoming visitors, or sharing local stories, the Auckland Brand Themes help you speak about Tāmaki Makaurau with clarity and authenticity.
Region of Wairuatanga
A living, indigenous culture.
Māori language, values and spirit shape life here.
Infuse your message with manaakitanga (hospitality), kaitiakitanga (guardianship), and whanaungatanga (connection).
Tip: Highlight local stories or voices that share Māori identity in everyday life.
Collective Worlds
Many cultures, one city.
With one in three Aucklanders born overseas, diversity is part of who we are.
We’re proudly multicultural, welcoming, and globally connected.
Tip: Use inclusive imagery and celebrate cultural richness in your content.
Playground for ideas
Bold thinking starts here.
Auckland thrives on innovation, creativity and a can-do spirit.
We prioritise people, wellbeing, and purpose-led growth.
Tip: Show off youthful energy, open-mindedness, and entrepreneurial moments.
Urban Oasis
City life, naturally balanced.
Auckland offers the best of both worlds, blending the buzz of the city with the calm of nature.
We take pride in being a restorative region with a truly balanced lifestyle.
Tip: Use visuals that connect our skyline with our coastline – or both.
Watch how Auckand's story is shaped
Discover Auckland's Place DNA™ - the core identity, personality traits and defining attributes of our region.
Download the Auckland Playbook