How can one write about financial services, professional services, exporting, education, energy/utility management, publishing, aviation, sports, tourism, news & entertainment, logistics management, agribusiness, biotechnology, venture capital, international business and information technology.  Not to mention people. 

Because it's something we love doing.

Here is just a sampling of the diversity of subject matter, and style, produced by Trinity.

VOYAGE OF DISCOVERY:  Te Wao Nui.  Award winning document for Auckland Zoo

Imagine.  If you were the very first person to arrive in Aotearoa New Zealand.  If you had the privilege of being the first from your world to witness, and savour, the splendour of this exquisite gift of flora and fauna that lay before you.

How would you tell your story?  Like this?

I am about to set out on a long and hazardous voyage from which God knows whether I shall ever return. 

In 1768, Scottish-born Sydney Parkinson boarded Captain James Cook's barque Endeavour as they set out for what became their mutual maiden voyage to the Pacific.

Cook's role was that of Captain and Expedition Leader.  In contrast, Parkinson, with his skills as a botanical illustrator and natural history artist, was entrusted to record what he saw with his very own eyes.  His talents and efforts enabled a small, privileged audience outside of Aotearoa to marvel at its natural treasures for the very first time.

PROJECT LIFELINE

A city like Auckland can be a troubled place.  We read about rape, incest, suicide, domestic and street violence, stress, loneliness, drug abuse and sexual problems.  We read about some of the misery taking place in our city, but the headlines only tell part of the story and usually the more sensational side of it.

The facts and figures behind each of these problems are staggering, but it is the human cost that is the real issue. 

What the headlines don't tell us is the human side of the story--real people with real problems and very real needs.  Lifeline knows these people, intimately.  We talk to them daily and help hundreds each week.

We personally know the many Aucklanders who live in despair.  They ARE our business.

THE GROWTH PLAN--Reinventing the Potato

It is being called the LAST GREAT CHALLENGE.  They said it couldn't happen but:  Glasgow, once the AIDS and crime capitol of Europe, is now a vibrant cultural hub; Apple Computers, on the way down and out, reinvented itself through better distribution and bigger friends; onion munching in the US, thanks to Vidalia Sweet, saw an increase of 87% consumption; and now it's the turn of the potato.

What's great about the potato is that we're NOT dealing with a lemon. Potatoes have a rich, colourful, long and diverse history across many cultures.  Unlike any other major crop, potatoes contain most of the vitamins needed for sustenance.  They're versatile and delicious AND are part of 'home and hearth.'

FLIGHT OF THE CAPITAL. The Entrepreneur

Eminent United States economist Alan Beckenstein is not your normal I told you so kind of fellow.  Yet, having warned almost two years ago about the end of the financial world as we know it, it would be a churlish soul who wouldn't grant him some degree of authority on this subject of economic flight and demise.

What bothered him then (and now) was the unusual ways in which the global flows of trade and capital linking the developed world's economies were operating.  The imbalance of those flows--and the ease with which capital was flying around--clearly could not last.  Some sort of 'new fundamental equilabria' would have to transpire.

WILL YOU BE WITH THE FORCE? Unlimited

James Woodhill is clearly not impressed. 

"This site will be lucky to last a year," he crows on Eforce's chat site.

Who is James Woodhill?  Not a learned cyber-commentator, nothing so profound.  Woodhill is just an ordinary 'netizen'...albeit one who, so far, hasn't liked what he has seen of the new consumer e-commerce portal, Eforce.

BE SMALL.  ACT BIG.  Success

Small is beautiful, right?  Yes, but for ambitious SMEs, behaving like a big business today can net bigger returns tomorrow.

Kyle Blackbridge credits one sentence with making him a multi-millionaire.  Thirteen years ago, he sat sweating as he took a final look at the paper work that would see him acquire a small manufacturing business.  What he saw most keenly was not the black and white of the words--it was the number:  the amount he was borrowing from the bank and the risk it represented.  He was almost overwhelmed with the impending reality of owning his own operation.

But his panic dissolved when his lawyer, and friend, gave him one simple piece of advice:  "You should focus on what you're good at and let professionals who know their stuff take care of the rest."

OUR PRECIOUS.  RICHARD TAYLOR.  The Entrepreneur

How's this for the makings of a Blockbuster?

Scene One:  In one of the most cut-throat and high stake industries in the world, the humble, unassuming, quiet, reflective and creative good guy reigns supreme.

Scene Two:  In a national award for business acumen, this same man who learned his trade by playing with mud and margarine comes up trumps--and even the most hard nosed bottom liners are genuinely thrilled.

Scene Three:  Our protagonist gets to travel to exotic climes, receives planetary applause and awards, and even represents his small, out of the way, island nation against the biggest entrepreneurial talent ever assembled.

And, best of all, he gets the girl. 

Nah, on second thought, it would never sell.  Too far fetched.

But, then again....?

FROG DAY AFTERNOON.  Brand Planning Session at Company Conference

To prepare for this event I needed to establish some ‘context’ as to what Frogs represent, and why your business is represented by Frogs. 

o   There are 3,900 species of you guys—tailless amphibians that can be labelled as Anura or Salientia.  Together with reptiles you are part of a larger group called Herps—from the Greek word for ‘creepy, crawly things’.  I could call each of you a herptile which is an individual herp.

o    Common to all cultures, frogs are seen as symbolic of re-creation and keepers of the secrets of transformation.  You live in the spirit world and have an understanding and appreciation of drugs.  In fact, tribes in South and Central America have used compounds from frogs as poisons and hallucinogenic drugs for religious rituals which may well have coined the concept of ‘you are what you eat’.

o   You are multilingual—American frogs say ribbit, UK ones say croak, Al Qaeda frogs say Gar Gar, French say coa-coa, German’s say Quaak, Quaak, Thai is ob ob (in high tone) and Chinese guo guo.  You are even sexist—many frog species only allow males to break into song. 

o   You’ve inspired some of the worst jokes in the planet—“What kind of shoes do frogs wear?  Open toad.  How does a frog feel when he has a broken leg?  Unhoppy.  Or even what did the virgin frog say on his honeymoon?  Rubbit.

o   Some of the signs you might be a frog:  on applications you list ‘pond’ as your home address; France is the evil empire to you and you take it personally when Ms Piggy makes a pass at Kermit. 

o   Some reasons why it’s great to be a frog:  green goes with absolutely everything; you can scratch hard to reach places with your tongue; pond scum is a term of endearment; and flies in your soup are a bonus.  

What has happened here?  In my effort to gain some understanding of your brand…and you might think in my successful attempt to make a fool of myself….I’ve allowed my own mind to create the context, fill in the information void, and give meaning to what your Brand imagery represents.  

So, my conclusion would be that you’re an overpopulated bunch of drug taking, multilingual, sexist, sick humoured Herps.

See what happens when context gets out of control and people are left to their own devices, or experiences, to put meaning onto you.

CLINIC 42.  Brand Planning & Creation

INITIAL STATEMENT OF FACT/POSITIONING

Clinic 42 is a boutique, specialist clinic offering a comprehensive range of the most up-to-date international, medically-based and researched, skin enhancement and rejuvenation procedures.  

Our solutions focus on one outcome—they are all designed to bring out the best in your appearance and the best in you.  You’ll love what you see.

SUPPORT (all you see you’ll love)

We can make you, or anyone, look great through the proven skills of our highly competent, integrated team of medical practitioners.

The practice is founded on the premise that the way you look will positively affect how you feel about yourself, and how others in turn then look upon you. 

Our aim is to provide you with an environment and approach that is welcoming, supportive, safe, friendly and engaging. 

We cater for, and tailor our approach to, discerning individuals who are positive about taking the initiative to achieve a true reflection of who they are and how they want to feel. 

As pioneers in the field of what we call Celebration Medicine, Clinic 42’s results literally speak for themselves.  Looking great is addictive.  You’ll love what you see.  

 
SUPPORT PREMISES AND PROPOSITIONS


Medically-Based and Professionally-Proven Solutions

We practice what we call CELEBRATION MEDICINE.

As highly trained and qualified doctors, nurses and health practitioners, we operate under the highest of ethical standards in offering a comprehensive range of skin treatments and rejuvenation solutions.  We are recognised leaders in our fields of medicine and remain at the forefront of international ‘best practice’.  The end result is ‘picture perfect appearance the medical way.’   You’ll love what you see. 

                                                             Portia Wilson:  Rides the range of Clinic 42 horses and, true    to the Brand, you'll love what you see. 

Warm, Welcoming, Reassuring

We welcome you to our clinic where you’ll feel right at home.  We provide a caring, comfortable and confidential setting and service aimed at helping you, through our skills and commitment, to achieve your goal of looking the best you can on your terms.  You’ll love what you see. 

Committed, Enthusiastic and Empowering

If you believe there is anything wrong in looking, and feeling, the best you can, then we’re not the place for you.  Rather, we’re enthusiastic and highly motivated to empower people with results that speak for themselves.  We daily see the addictive and positive power that comes from a positive self image and high personal esteem.  We take delight in sharing in your success and results.  You’ll love what you see.