ChristchurchNZ, the city’s economic development agency, has unveiled a new identity, or city story, for Christchurch

Developed with input from thousands of residents, visitors and city stakeholders, the story portrays Christchurch as a city in pursuit of balance, where play is reflected in all activities.

Key themes that emerged from the feedback included Christchurch being a great place to be a Kiwi, punching above its weight, and having business in its DNA.

The new city story will be used to promote Christchurch as a great place to live, work, visit, study, invest and play.

Christchurch Mayor Phil Mauger said the new city story speaks to the city’s sense of fun, innovation, connection with nature, and drive to do something new.

He added that the town is buzzing and that Christchurch’s new industries in tech, aerospace and manufacturing are putting it on the map.

ChristchurchNZ Chief Executive Ali Adams said a clear city identity is a recognised driver of economic development, as it fosters social cohesion, community pride and a sense of belonging.

The city’s new identity is based on a new logo, designed by a group of local agencies, including a Christchurch design studio, a Kaupapa Māori creative studio and a local creative from hapu Ngāi Tūāhuriri.

The logo brings together the ‘Ō’ and ‘C’ of Ōtautahi Christchurch and includes a parallel line pattern that reflects the Ōtākaro River. The design also reflects the traditional double-grove design used in Māori carving.

ChristchurchNZ will support businesses and residents to understand and adopt the new identity.

The community will be invited to explore the story and what it means for them at a city event in April.

In early May, the first of a series of promotional campaigns that uses the new story to talk to Christchurch’s audiences will be launched.

The impact of the new city story on the desirability of Christchurch will be measured over time.