The evolution of Tourism New Zealand brand involved a digital-first, mobile driven design system. The refresh of the brand was accompanied by designing a custom modular CMS which accommodated responsive imagery, multi market / language capability and personalisation. Extensive quantitative testing was done to ensure a better user engagement and increase in referrals and targets alongside qualitative testing  to assess the softer success measures. A content-strategy piece of work fell into the refresh project where easy to use governance cards were created and workshops held after a gap analysis and research to bring the Tourism digital team along on the journey.