Stuff goes Bold with New Brand


Stuff has revealed a new brand identity to reflect the future direction of the company, grounded in the idea of “Follow No One”.

The new brand, developed by Designworks, brings back the fun and playfulness of Stuff’s origins and provides a strong platform to express the company’s independence.

“Follow No One” speaks to our ability to chart our own path and write our own rules, through the journalism we create, product innovations and advertiser solutions,” says Stuff CEO Sinead Boucher. 

“Our promise is to bring our audience high originality, high integrity journalism that is accessible to all. We want to stoke people’s confidence to think for themselves and share a unique, more progressive understanding of Aotearoa,” says Boucher.

And there are benefits for advertisers too. 

“The advertising partners we have shared the new brand identity with love it.  They like our clear positioning and tell us that they are excited about stepping out with us. Stuff being bold and standing out from the crowd enables them to be part of a more interesting conversation,” says Chief Revenue Officer Andy Symons.

Stuff also lives its promise to “Follow No One” by being bold in its actions. 

“Our independence allows us to do what’s right, not what’s convenient. And we demonstrate that through our Pou Tiaki commitments to fair representation, our B Corp Certification and initiatives like the Stuff Forever Fund,” says Symons. 

The new brand is flexible, allowing for maximum creativity and expression in Stuff’s journalism, products, services, and its own advertising. A launch campaign goes live today.

“We’re really looking forward to our audience and partners seeing a new side of Stuff that is tūkaha (bold), pōtiki (spirited) and tiakitanga (for the people),” says Boucher.

Stuff’s advertising website has been redesigned with the new brand in mind, but also for a seamless advertiser and agency experience that better showcases its products and brands. Check it out at  

Thanks to the following partners: Designworks (Brand strategy, visual identity and trade site visual design), Gravitate (trade site UX and UI design), Transformative (trade site build).  

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