To unite the neighbouring suburbs of Kilbirnie, Rongotai, and Lyall Bay under one cohesive identity, we led a renaming project that would symbolise their shared strengths and purpose. The goal was to create a name that acknowledged their individuality while presenting them as a single, recognisable destination within Wellington.
We began by exploring what connected the three areas beyond geography. Each had its own character, Kilbirnie’s retail heart, Rongotai’s commercial energy, and Lyall Bay’s coastal vibrancy, yet all shared strong community ties and proximity to Wellington Airport. Our research highlighted the opportunity to create a name that was simple, inclusive, and easy to use across business, tourism, and local communications.
Rather than invent something entirely new, we distilled the essence of all three suburbs into a concise and memorable name: KRL. This abbreviation gave equal recognition to each area while forming a modern, unified identity. Inspired by its location beside the airport, we developed a logo reminiscent of a luggage tag to reinforce the theme of travel and connection. The result positioned KRL as a true destination, a place people purposely visit to shop, play sport, or catch a flight.
The renaming provided clarity and cohesion for the local business community while celebrating the area’s shared spirit. It also created a flexible naming system: Destination KRL for promotional campaigns, and KRL as the overarching identity of the business network.
