Nelson Forest is now OneFortyOne

Wednesday 1 Apr 2020

Well known Nelson Tasman and Marlborough business Nelson Forests has been rebranded as OneFortyOne New Zealand effective from 25 March 2020.

The move follows on from OneFortyOne’s purchase of Nelson Forests (including Kaituna Sawmill, near Blenheim) in 2018. OneFortyOne Chief Executive Officer Linda Sewell says that nothing has changed in operational terms for the management company and its associated staff in Nelson and at Kaituna Sawmill, both of which have remained as they were at the time of the OneFortyOne purchase.

“What has happened is that the new branding has galvanised our sense of a single business across Australia and New Zealand, communicating a collective purpose,” says Sewell.

Sewell says the start to 2020 had been unprecedented with the Australian bushfires and now the impacts of COVID-19, which were completely unforeseen.

“We had already started the rebranding project long before these events were on the horizon,” Sewell says. “We feel fortunate that we took an approach that was extremely mindful of waste and cost and so we felt we could finish the project very pragmatically. Ultimately, the branding project speaks to the unity of the business, which is very important in the current climate.”

While there will be a transition period in the community because Nelson Forests is a well known brand in the areas in which it operates, there is now an opportunity for everyone in OneFortyOne New Zealand to share the great story behind the OneFortyOne name, says Executive General Manager New Zealand Lees Seymour.

“We are very mindful of the context in which we will be rolling out our new brand,” says Seymour. “The process will be gradual but will give our team a morale boost. They have put a lot of hard work into the project and we want to complete it to honour the effort made by them.”

Seymour says that OneFortyOne’s new brand represents the fibre that is at the heart of everything the company does.

“The new logo is based on the cross-section view of an individual wood fibre from one of our trees. It represents not only the physical shape of fibre that is at the heart of our business, but also the three strands of our purpose: strengthen, integrate, and extend. It has a dynamism to it. It’s energising, fresh and new and it fits with the wood industry we’re in. The team and I love it.”

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