Reimagining the
heart of Wellington

Golden Mile Transformation

This was more than a construction project. Our mission? Help communities stay connected and resilient during major disruption, by making the Golden Mile transformation feel relevant, timely, and meaningful.

We focused on the why, what, and when, using messaging that was positive, inclusive, and grounded in partnership. By reflecting real human experiences, what it means for people right now, we reinforced the importance of doing this right for the generations to come.

A People-first vision

Adaptable stories, real people - We built a narrative that flexes across the wider Let’s Get Wellington Moving (LGWM) comms landscape. Always community-first, always grounded in real voices.

Communication strategy

Persona phase

Goal: Reflect the outcomes of community engagement and show locals their input is valued, Wellington City Council is not just listening, but acting.

Delivery phase

Goal: Keep the momentum visible. Show that plans are now in motion, progress is happening, and change is literally on the move.

Our approach

Strategic storytelling

We used community insights and feedback to tailor content that feels personal. It’s about turning data into stories, humanising the process, building trust, and showing impact.

Right Message, Right Time - Each project touchpoint had its own flavour, so our messaging had to fit. We made sure it was timely, targeted, and spoke to what each audience needed to hear.

Creative in motion

As we moved from consultation to action, the creative shifted too, from individual Persona stories into themes like “On the Move” or “Moving Forward”. These visual and narrative cues helped reinforce progress and change.

Aspirational, yet grounded

The results? Strong cut-through across
our channels and positive engagement.
The takeaway: keep evolving the Persona stories, and keep refreshing the creative
to match the project’s momentum.

By blending present-day realities with future-focused storytelling, we helped position Wellington City Council as a credible, responsive partner in change,
one that’s genuinely moving forward
with the people of Wellington.