The “New Zealand Edge” is a branding initiative by SweeneyVesty to present an inspirational framework for national identity and storytelling. Launched in 1999 online, we introduced the idea of a New Zealand diaspora and a population of five million New Zealanders including its international citizens; we produced 45 definitive biographies of “world-changing” New Zealanders; and up to present day compiled 11,000+ stories of New Zealanders making their mark on the world via a continuous survey of the world’s media.

The Edge metaphor comes from biology: change occurs on the edge of the species. This is New Zealand’s role in the world. We run print and online advertising campaigns. We have New Zealanders living in 1200 global locations registered at our website and sending a weekly EDM to 6,000+ members. TIME magazine headlined New Zealand as “Edge” in its bi-annual survey.

ClientIn-House ProjectServicesNation brand strategy and development Year1999-ongoingLinkwww.nzedge.com