We all start from somewhere

There has been a huge gap in the market in New Zealand for businesses that need more support in business development than a graphic designer can provide, but still needs to be hands on in their marketing to ensure their message does not get carried away by an advertising agency campaign.

Delineate Limited was established in Christchurch, New Zealand in 2003 by Amanda van Kuppevelt and the goal of the business is to meet the gap between designer and business by providing support, practical design solutions and focus so that every dollar spent in marketing and advertising becomes an investment and not a necessary expense.

The word 'delineate' means to define, or to divide, and quite aptly, it also means to design.

Amanda has seen first hand how large a gap has been growing between business advertising and business strategy since the 1960's. Prior to the early '60's, the marketing of businesses was controlled in direct collaboration with the business strategy. Products and services were developed that could fulfil the requirements of both. In order to be feasible, a product needed to have a use, add value and have easily communicated benefits. In the seventies a shift occurred, and the marketers role got moved from the driver of the organisation to under the watchful eye of the financial officer. As a result the marketers role became one of reactive. They were told what they needed to advertise, without input as to whether the new idea could be communicated effectively and efficiently.

We see the role of brand architect today as the role the marketer used to be in the fifties and sixties, and our goal is to not only grow our clients business through branding, but ensure that once we promote what they do, that they have the capability to fulfil the promises laid down. We also set out to empower the business owner, so that when they work with us, they learn marketing tools that they can continue using, without being tied to the 'secrets of marketing and advertising' that agencies keep to themselves.

In case you're wondering, the word 'delineate' means to define, or to distinguish, and quite aptly, it also means to design.