Every year, Priority One hosts an innovation festival in Tauranga, bringing together a diverse range of people to share ideas on business innovation and design. Previously called ‘Groundswell,’ the festival needed rebranding after the name was adopted by a protesting farmers’ group. Priority One engaged me to deliver a full branding package with three concepts, each including a name, creative direction, and brand story. The selected concept became the Daybreak brand, launched in 2023. With a successful relaunch in 2024, Daybreak is set to return in 2025 for another festival of innovation.