What began as an Auckland Mac store grew through acquisition into a nationwide education group spanning design, animation, film, software engineering and digital innovation. But its fragmented architecture and unclear proposition no longer reflected Yoobee’s influence on New Zealand’s creative economy. We repositioned Yoobee as the College of Creative Innovation, uniting its disciplines under one masterbrand. A bold identity, voice and future-facing creative platform express an open, culturally connected place where students find their people and create what comes next.