America's Cup
Team New Zealand Positioning
  Brand Identity Sir Peter Blake and his formidable crew, Team New Zealand, built a worldwide reputation for excellence and outstanding performance throughout the America's Cup competitions.

America's Cup: Team New Zealand Position & Branding
The third consumer brand devoted to Team New Zealand sought to reflect a bold and exciting identity that reinforces the concept of our tagline: "There is no Second Place"—inspired by the immortal words of Queen Victoria spoken on the occasion of the first race in 1851.

We created TNZ Team New Zealand, the team-related brand, to express this Royal New Zealand Yacht Squadron's remarkable skill and team spirit by introducing competitive sports-related products and accessories—while documenting the event held in New Zealand in 2000.

Team New Zealand: Brand Style Guide