BrandAid founder and creative director Luke Johnston at his
Bath St headquarters. Photo by Craig Baxter.
Luke Johnston will continue his usual collaborative
approach when he works on the branding for the merger of
R&R Sport and Torpedo7.
The Dunedin-based creative director and owner of brand
development and design company BrandAid successfully pitched
for the work following the acquisition of the two companies
by The Warehouse Group.
Mr Johnston (36) was excited about the project, which would
involve working with ''some pretty talented people'' both in
Dunedin - such as the likes of creative director Paul
Hankinson, who has previously worked in agencies in Sydney
and Auckland - and throughout the country.
Born and bred in Dunedin, Mr Johnston studied design at the
University of Otago and then worked for Taylormade Media for
four years, the last two as creative director.
He started BrandAid 10 years ago, doing work for clients
mostly in Dunedin but also throughout New Zealand.
The work was varied and clients included an aircraft
manufacturer, iD Dunedin Fashion Week, Escea and also the
His agency's approach was to collaborate ''with lots of other
people'' and he had avoided the traditional approach, saying
the team was customised for specific clients to ensure the
right skills and experience for their requirements.
The huge diversity of clients was what made the job
interesting and there was always a new challenge, which was
exciting, he said.
Mr Johnston had many opportunities to move north and work for
bigger agencies but he refused to do so. He was even
approached several years ago by a large agency wanting to buy
BrandAid out, but turned that down also. He enjoyed the Otago
lifestyle and his work-life balance.
His intention was never to create a big advertising agency -
''that's not what motivates me''. Rather, it was ''just about
doing really good work'', he said.