Choir

What Choir does

Choir is an independent, multidisciplinary strategic and creative agency based in Ōtautahi Christchurch, New Zealand. The firm traces its operating history to 1989 and was rebranded from Novo to Choir in 2023. With a lean team of approximately nine people, it operates as a project-based consultancy rather than a technology platform, with capabilities rooted in human creative and strategic expertise across three core service lines: Strategy & Consulting (market research, competitive positioning, brand architecture, go-to-market strategy), Branding & Identity (naming, visual and verbal identity, packaging, wayfinding), and Creative & Campaigns (advertising, film, photography, digital content, web strategy and execution).

The firm's client base spans enterprise, SMB, and government segments across New Zealand and includes Metlifecare (retirement living, multi-year engagement 2021–2025 with expansion from 27 to 37 villages), Lincoln University (education, with a 185.7% Open Day attendance spike), Pacific Radiology (healthcare, 47 clinics and 100+ radiologists), Christchurch Symphony Orchestra (arts & culture), Tāwhaki National Aerospace Centre (aerospace), Wildlife Management International (conservation), Touchprint (print industry), Akaroa & The Bays (tourism), BBQ Cartel (F&B), ADEX (civil infrastructure), and the New Zealand All Blacks (since 2007). All work is delivered on a per-project basis with no publicly disclosed pricing or recurring-revenue structure, and go-to-market is relationship-led with the portfolio website (choir.nz) and LinkedIn/Instagram presence serving as the primary marketing assets.

There is no proprietary technology platform, no API or SDK, and no disclosed AI/ML capability; Choir operates as a professional services firm rather than a software-enabled business. Ownership is private and independent with no disclosed external investors, no funding rounds, and no M&A activity. Geographic scope is single-country (New Zealand), with no stated international expansion plans and no certifications, patents, partnerships, or regulatory actions disclosed in the source material.

Name

Choir

Legal name

Choir

Website

https://choir.nz

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Choir is an independent strategic and creative agency in Christchurch, New Zealand, delivering brand strategy, identity development, and integrated campaigns for enterprise, government, and SMB clients across Aotearoa.

Ownership category

akta.pro rank

Product category

Creative and Brand Consultancy

SIC

Services-Advertising Agencies (7311), Services-Management Consulting Services (8742), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Content Production (Video, Design, Copy, Studio) (BPAFAAAF)

Keywords

• Brand strategy consulting
• Creative advertising services
• Visual identity design
• Marketing campaign development
• Digital content production

Headquarters

HQ city

Christchurch

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Strategic & Creative Consultancy Services: Choir generates revenue through project-based consultancy engagements. Services include strategy and consulting, branding and identity, creative campaigns, and digital content production. Work is delivered to organizations across various sectors on a per-project basis.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Choir is an independent strategic and creative agency that delivers brand strategy, visual and verbal identity, advertising, digital content, and integrated campaign work for organisations across New Zealand. Services are organised across three core areas — Strategy & Consulting, Branding & Identity, and Creative & Campaigns — and are provided on a project-based consultancy basis through direct client engagement.

Product overview

Choir is a strategic and creative agency providing integrated marketing, advertising, and brand consultancy services. The company operates as a single unified offering rather than a platform-plus-modules architecture, organized around three core service areas: Strategy & Consulting (market research, competitive positioning, brand architecture, go-to-market strategies), Branding & Identity (naming, visual identity, verbal identity, packaging, wayfinding), and Creative & Campaigns (advertising, film, photography, digital content, web strategy). These services are delivered in combination based on client needs, with projects typically spanning multiple service areas.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategy & Consulting Strategic consulting services for organisations, including market research and consumer insights, competitive positioning, brand architecture, and go-to-market and business growth strategies. Intended for businesses, institutions, and government entities seeking strategic clarity and positioning support.
• Branding & Identity Brand development services including naming, brand strategy, design and visual identity, verbal identity, packaging, and wayfinding. Designed for organisations undertaking brand refreshes, rebrands, or new brand identity creation.
• Creative & Campaigns Creative production and campaign services including advertising, film, photography and sound, digital content, tactical and brand campaigns, and web strategy and execution. Targeted at organisations needing integrated multi-channel creative campaigns and digital content production.

Quantifiable outcome

• 185.7% spike in Open Day attendance and 57% jump in domestic enrolments for Lincoln University
• +4 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• DDB New Zealand: Network creative agency operating in NZ, offering full-service brand and advertising capabilities; overlaps with Choir in target clients and service scope but benefits from global network scale.
• Ogilvy New Zealand: Global network agency with NZ operations providing brand strategy, advertising and creative services; competes for enterprise brand briefs alongside Choir but with substantially broader resources.
• M+C Saatchi: Global independent creative network with Australasian operations; competes for enterprise brand and campaign work in the same market as Choir but with significantly broader geographic and capability reach.
• TBWA New Zealand: Network creative agency present in NZ, offering brand strategy, creative and integrated campaign execution; overlaps with Choir on enterprise clients and brand work but operates at much larger scale.
• Saatchi & Saatchi New Zealand: Global network agency with NZ presence delivering brand strategy, advertising and integrated campaigns; competes for the same enterprise clients but as part of a much wider global portfolio.

Direct peers

• Colenso BBDO: One of New Zealand's most awarded creative agencies, part of the BBDO network; competes with Choir for the same NZ enterprise brand and campaign mandates, though typically at larger scale.
• Special Group: Independent creative agency with deep New Zealand and Australia presence, offering integrated brand, advertising and digital services to enterprise clients — a direct comparator in size, model and offering.
• The Brand Agency: New Zealand-based independent creative agency focused on brand strategy, advertising and integrated campaigns for NZ enterprise clients, comparable in scope and scale to Choir.
• YoungShand: Auckland-based independent creative and brand agency of comparable scale to Choir, offering brand strategy, creative campaigns and digital work to NZ enterprise clients across similar sectors.
• Federation: Independent New Zealand creative agency providing strategy, branding and integrated campaign work to enterprise clients — closely comparable in operating model and target market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/choirnz
• Instagraminstagram.com/choir.nz

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Choir