Strategic Development
Clear strategy turns ambition into outcomes. Maree Cotter connects brand, customer insight, and commercial goals to set a direction that teams can deliver on and adapt as markets evolve. Her work has delivered over $4 million in annual savings to Auckland Transport through the creation of an in-house brand and design studio, driving a further $7 million in procurement efficiencies through agency consolidation. She has led multi-year brand roadmaps across transport, health, and not-for-profit sectors, building frameworks with measurable KPIs that align leadership vision with customer experience.
Auckland Transport Logo Development
Electric train launch - Auckland
Visiting international location for bike sheds at stations
Development of strategy for 2500 staff uniforms
Parking Wardens Uniform
Open days working with our customers showing public transport options
Strategy around development for local artists to work through designs for anti-graffiti
Strategic development of public transport Journey Planner
Strategy development around a single bus colour across Auckland
Event signage strategy
Development of way finding signage across 4 modes - Walking, Cycling, Motorist and Public Transport
Development of interpretive signage with local iwi
Strategy/design for Auckland Transport website
