Lab360 is a business division of LoyaltyNZ, the people who own the successful Fly Buys programme. For nearly 20 years Lab360 has built a great understanding of customer behaviour, underpinned by a clever team of analysts and insight managers. Our job was to help them define their brand positioning and refresh their identity.

Many, many companies claim to be data experts, so we wanted to get away from the expected b2b brand. We wanted to create something unexpected but totally credible. The idea behind the brand is to ‘bring insights to life’. Our client was great to work with and keen to do something original, and ultimately that led to a really strong brand.

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