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.

 

Download Auckland Playbook Explore Brand Research

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.

Browse Wairuatanga Content

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.

Browse Collective Worlds 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.

Browse Playground for Ideas Content

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.

Browse Urban Oasis Content

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.

Browse Wairuatanga Content

 

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.

Browse Collective Worlds 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.

Browse Playground for Ideas Content

 

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.

Browse Urban Oasis Content

Watch how Auckand's story is shaped

Discover Auckland's Place DNA™ - the core identity, personality traits and defining attributes of our region.

Stay connected to the Auckland brand.
Sign up for updates.

Register/Login to Subscribe