Beyond Usual brought the existing research, route plans, physical assets and stakeholder ambitions together to identify the opportunity behind the trail.
We created the Hūnua Traverse name and identity, developed a hierarchy of ride experiences and future products, and connected the route with Clevedon, Kaiaua, the Hauraki Rail Trail and the wider national cycling network. The work identified openings for shuttles, bike hire, accommodation, hospitality, guided experiences, events and overnight adventures.
The identity was grounded in the landscape. Simplified mountain forms express the double traverse across the maunga. We also worked with Mana Whenua artist Tessa Harris, who has whakapapa to Kohukohunui, on the rauponga artwork used as the welcome and protective header across signage and website communications. It represents shelter, guardianship and the filtered light of the ferns along the trail, and remains distinct from the general brand system.
We then turned the proposition into practical visitor tools: route maps, wayfinding, trail signage, visitor information, the website, promotional material and rider feedback systems.
