alaska

Repositioning a national fitout leader to reclaim its edge in New Zealand’s competitive construction market.

problem

Alaska Construction & Interiors built their reputation by redefining what a New Zealand construction and fitout company could look like. When they launched in 2006, their clean black vehicles, modern aesthetic and polished approach disrupted an industry known for being rough around the edges. Two decades on, competitors had caught up visually and challenger brands were beginning to outperform them. In a crowded market, they needed to reclaim their leadership position with a brand identity and website that reflected their experience, professionalism and ability to deliver complex, multimillion-dollar projects on time and on budget.

When Alaska launched in 2006, they set the standard, but competitors caught up. The challenge was to refresh their brand and website to reclaim a leadership position and reflect their experience delivering high-value projects.

solution

A comprehensive brand strategy and website design process to reposition Alaska for years of future growth. Through a series of national interviews with staff and clients, we uncovered what truly set the business apart: trust that every project will be planned and delivered meticulously, and an honest, human approach to doing business. This insight shaped refreshed brand guidelines, a refined visual system, and the introduction of the endline "Built on Trust". The updated branding was rolled out across new templates, collateral, and a fully redesigned website, creating a cohesive, premium presence across NZ’s construction and interior fitout sector.

A full brand and website refresh repositioned Alaska for future growth. Insights from staff and clients shaped a clearer proposition built on trust, leading to refined guidelines, a stronger visual system, and a cohesive rollout across templates, collateral, and a redesigned website.

The refresh wasn’t about changing who they were – it was about ensuring their brand and website properly reflected the scale, professionalism and trust they’ve become known for.

Alaska website being looked at by young professional on phone

Working closely with the management team, the project was approached as more than a visual update. It was about understanding how Alaska could continue setting the pace in a competitive B2B construction environment. The strategy phase unpacked their history of industry disruption and clarified how they wanted to show up in boardrooms, on-site, and online.

Visually, the brand was designed to feel constructed rather than decorated. A distinctive green stone texture introduced depth and tactility, subtly referencing the materials and finishes central to interior fitout projects. Minimal grid structures brought clarity and order, allowing large-scale project photography to take centre stage without distraction.

To push the identity further, a bespoke 3D green stone animation was developed to bring the logomark to life across digital platforms. The result is a brand and website design that mirrors the spaces Alaska create: structured, refined, and built to last.