New identity for Sport Massey

Sport Massey brings all aspects of sport together to create a unified approach across the university. The initiative is both externally and internally focused, with aims to attract students to Massey through sport and to enhance student experience through the facilities and opportunities provided in the Massey sporting sector.

Marketing Manager Heather Crichton led the development of the Massey Sport identity project, alongside marketing agency FEDERATION.

“The first task was to look at our sport story and identify where we could elevate its key messages and visual representation. Part of that work was to create Massey’s sport positioning, image and identity and off the back of that kick off with a campaign focused on our high-performing student athletes and the Academy of Sport.”

The marketing team revisited and updated the logo, adding a specific shape within the word sport, elongating the O, which represents the many courts, fields, and other places that sports takes place.

“We performed extensive research with current sports students to get their views and input into concepts which FEDERATION put forward to the Sport Massey Steering Group,” she says.

The te reo message “Mā te hiringa ka angitu” means “Through inspired determination success will be your reward.”

Sport Advancement Manager Jacob Oram says the new look and feel of Massey Sport provides sport at Massey with its own unique identity.

“The identity offers a distinctive look in the university sport sector, which our sport staff have been part of evolving, and importantly is for our current and potential student athletes. The use of the haehae design, the elongated ‘O’ and the use of our own University and Tertiary Sport NZ and Academy of Sport athletes in the promotional material has given Massey Sport an authentic competitive edge. It’s been exciting watching this project come together and it’s wonderful to finally be able to share it with the wider university community.”

Photography of our student athletes from seven sports will be used in conjunction with the new Sport Massey look across our social media channels, at Open Days, recruitment events and at UTSNZ tournaments.