Under the Hood: Women in Design with Helen Milner
Ahead of our Under the Hood: Women in Design webinar on 5 March 2025, we learnt more about one of our speakers, Helen is an independent brand strategist and creative practitioner based in Te Whanganui a Tara – Wellington, with a passion for raising the reputation of her clients and Aotearoa through branding.
Register to attend the online event here.
Can you tell us a little bit about who yourself and how you got started in design?
Having decided not to go to med school I did a fine arts degree, determined to become an art director. I stepped into a career in advertising, working for several big companies on a large range of clients. I had some incredible opportunities and some fantastic mentors but after a few years, I realised creating campaigns for things I didn’t really believe in and people didn’t really need wasn’t for me. I bowed out of advertising and stepped into the land of sole trading and I’ve been in the wonderful world of branding ever since. Since then I have co-owned my own branding agencies, been creative director for others, mentored and consulted — I love my job!
What project will you be presenting at Under the Hood?
I will be presenting the brand refresh of The Landing Wine brand. The Landing is an internationally acclaimed luxury retreat based in the Bay of Islands and its Fine Wine Brand is an integral part of their offering.
What was the most challenging part of the project?
Proving the value of branding to some of the team, then integrating the new wine brand into The Landing’s brand structure and offerings.
What lessons did you draw from the challenge?
To be patient and actively listen, allowing more space for team members to elaborate on initial comments… and they always did, which meant the whole team felt heard and valued.
Was there an ‘Aha!’ moment in the project when things clicked and fell into place?
Our ‘Aha’ moment was actually walking the land, learning its history and literally feeling how special this place was. Equally, if not more important, were ‘unifying’ moments. The first came when we defined and established an overall brand foundations for The Landing brand (not just the wine brand). People saw the potential, were enthusiastic and totally on board as a team. Then, in stage two of the project – Creative Territories – the team unanimously chose a direction we inherently believed was right.
Now that the project has finished, what are you working on?
Several brand evolutions in the wine industry and the beginnings of a social marketing project due to roll out in the new financial year. I am also doing some pro-bono work for a couple of non-government organisations (NGOs) — mostly on strategy.
What insights to your methodological approach or philosophy can you give us?
I am a firm believer in tailoring a process to the specific needs of the client, project and team involved. I am also very big on bringing the client/team along on the creative journey and involving them prior to the ‘big reveal’ so they feel intrinsically involved. I want people to feel they are creating the brand with us, not that the brand is something that is ‘happening to them’!
Outside of work hours what creative projects and/or hobbies are you involved with?
My personal creative outlet is creating bespoke birthday presents for friends and family—It’s time-consuming, spirit-lifting and I love it!
I am trying to tread lightly! I’m helping my husband build an off-grid cabin in the Wairarapa, using as many recycled, repurposed, and reused materials as possible. We are also busy planting natives to help regenerate the land, as well as working to re-establish and regenerate a wetland that a group of us are currently collective custodians of.
I also collaborate with Sarah Connor, an advocate for menopause, to help raise awareness. Crazily, there is no government funding to support and educate people about menopause—a natural cycle of life that affects 50% of the world’s population—go figure! So we do it off our own bat!”
Where to next for you? What areas of your work or personal development are you hoping to explore further?
I live in Wellington, and I love this city. I am getting involved in re-imagining the city and exploring what a beautiful future for our cool wee capital could look like.
In the last couple of years, I have worked to incorporate circular and sustainable strategies, as well as the UN Sustainable Development Goals, into my work. Realising that most SMEs in Aotearoa New Zealand cannot afford to gain ISO and B Corp certification, I am working on how this thinking can be embedded in brand strategy from the get-go. To this end, a few years ago, I completed a course and certification through the Judge Business School at Cambridge University on Circular Economy and Sustainable Principles. If anyone is looking to do a course, I highly recommend this one!
Where can people connect with you and your work?
You can connect with me at www.saedi.co.nz, on LinkedIn or via email helenm@helenmilnerstudio.co.nz
About Helen:
