Meet our Friends . . . 4AM

‘Meet our Friends’ series is where we take a moment to celebrate and share a little about the diverse studios who make up our DA Friends. Today we spoke to our friends, 4AM (formerly known as Brandspank), to learn more about their studio team, culture, and design philosophy.

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Where are you based and what shape does the 4AM team take?

We are based on Sale Street in Tāmaki Makaurau.

General operations and campaign creative is headed up by the two founders Steve Thomson and Kurt Bradley, while our Design Director James Nielsen oversees all things brand, with Helen Prangley as our Client Services Director. We are a small team of creative thinkers focused on solving complex business problems by combining the sharpest strategic minds with the best creatives in Aotearoa.

Can you share with us what a typical day at your studio looks like?

Everything starts with a coffee from our La Marzocco coffee machine. It went for a service last week, a very sad day for the team but I’m glad to say it’s back in action and we’re fully caffeinated. We’re guided by our values of innovation, collaboration, people, ownership, and flexibility. It’s important to remember that innovation never happens while working in isolation. For this reason, there’s a lot of collaboration, no one person has the right answer all the time. So in short an average day in the 4AM studio goes, coffee, clear emails, chat, work, lunch, coffee, chat, work… get the kids, surf, or walk the dog.

4AM design team working together in the office

What projects have you been working on recently?

It’s been a busy 12 months working with a wide range of clients from Hydroflow, Fox Group, Ayrburn, Good Drop, Dilworth, Emborg, Northbrook, and Winton.

Of note, is the nationwide rollout of Northbrook. A completely different offering to what is currently on the market – Winton’s luxury later living offering – Northbrook locations are always spectacular and will eventually include Wanaka, Wynyard Quarter, Arrowtown, and Avon Loop. Facilitating a brand guardianship role, 4AM oversaw the design and roll-out of the identity, sales collateral, nationwide campaign, and digital experience.

Ayrburn deserves special mention as a food and beverage precinct that sits within the picturesque mountains of Arrowtown, Central Otago. Routed in strategy the master brand tells the story of a truly unique experience from a truly unique location with a remarkable history. 4AM has been across all aspects of the precinct creating the master brand, followed by the eight venue identities, The Manure Room, The Barrel Room, The Woolshed, The Dairy, The Burr Bar, The Bakehouse, Billy’s and R.M Specialty Meats. All with their unique point of difference they tell a story of attention to detail and craftsmanship. 4AM has gone far and wide with this precinct and the results are truly compelling.

Branding image for Ayrburn of a girl sitting on a fancy couch in a fancy pink dress surrounded by wine and cake

What does the 4AM design process and philosophy look like?

We work with pace, energy and aim to deliver real momentum for our clients. Through an understanding of what’s important we can create dynamic ways to keep brands moving forward in a dynamic market – propelling brand growth, deepening connection, and creating real impact. Everything 4AM does is deep-rooted in strategic thought, it informs the brand design to advertising transforming business outcomes.

Branding image for Hydroflow of person reading an advert 'Lead-free'

Gif of line illustrations for the Manure Room

Favourite tools in the studio to help your team manage the day-to-day?

Gmail, Streamtime, Drop-Box and the full Adobe Suite.

What recent achievements or projects are you most proud of?

Other than all the amazing client work, the transition from Brandspank to 4AM has been both emotional and invigorating for the studio. It’s been quite the journey and we look forward to what 2024 has in store. Onwards and upwards.

digital mockup showcasing different digital layouts of website for Northbrook

Lastly, where can people connect with you on socials?

Website – www.4am.co

Instagram – https://www.instagram.com/4amdotco

LinkedIn – https://www.linkedin.com/company/4amdotco

Where to next for 4AM, what is your team working towards for 2024?

2024 marks a massive shift within the agency, shedding the cloak of Brandspank, 4AM is working towards cementing itself as a strategic creative agency producing award-winning work for a range of future focussed clients. We’ve recently had two new fantastic clients join the roster so really looking forward to sharing that work soon.

Website – www.4am.co

Instagram – https://www.instagram.com/4amdotco

LinkedIn – https://www.linkedin.com/company/4amdotco

New around here? Consider joining the fam as a DA Friend for 2024.

We have membership types for all size designers – from the student through to large studios. Your DA membership helps to support the Aotearoa design community and gives you discounts to our workshops and events along with profiling opportunities throughout the year.