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AKLMELLDN

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AKLMELLDN

Pamu

A platform for ideas that shape Aotearoa.

Industry

Content-Led Platform

SERVICE

UX Strategy

UX & UI Design

Website Development

YEAR

2024

WEBSITE

pamunewzealand.com
Green rolling hills with many sheep and a small pond.Green rolling hills with many sheep and a small pond.

We partnered with Pāmu (Landcorp) to design and build a bold, future-focused digital platform that reflects its scale, heritage and ambition; while strengthening recruitment and industry engagement.

Pāmu manages more than 100 farms across Aotearoa New Zealand. However, its previous website, built on a poorly architected monolithic CMS, no longer reflected the professionalism, innovation or scale of the organisation. The experience felt clunky, difficult to navigate and visually outdated. We delivered a complete UX and platform transformation - crafting a confident, inspiring digital presence aligned with Pāmu’s leadership in modern farming.

Screenshot of the PĀMU Landcorp Farming website homepage, featuring green rolling hills with sheep and the text: "Enriching our land, our people, and the future of food and fibre for Aotearoa New Zealand."Screenshot of the PĀMU Landcorp Farming website homepage, featuring green rolling hills with sheep and the text: "Enriching our land, our people, and the future of food and fibre for Aotearoa New Zealand."

We redesigned the information architecture to simplify navigation across farms, sustainability initiatives and corporate reporting.

The remit was clear: rethink the experience from the ground up. The new UX balances storytelling with clarity - ensuring visitors can quickly understand the scale and purpose of the organisation. The result is a platform that feels professional, credible and distinctly New Zealand.

A golden autumn tree stands in calm lake water with snow-capped mountains under a cloudy sky.A golden autumn tree stands in calm lake water with snow-capped mountains under a cloudy sky.
A man holds a child in a grassy field with sheep and trees.A man holds a child in a grassy field with sheep and trees.

The visual language positions Pāmu not just as a farming operator but as a leader in sustainable agricultural enterprise.

We evolved the UI to reflect Pāmu’s connection to land, heritage and innovation. Bold imagery, considered typography and a refined design system elevate the brand while maintaining authenticity.

Website section about agriculture with a young man, farming statistics, and tractors.Website section about agriculture with a young man, farming statistics, and tractors.

The structure and tone of the site were crafted to inspire confidence in career opportunities and showcase the diversity of roles across the national portfolio.

A primary objective of the platform was recruitment. We integrated a careers API to streamline job listings and improve candidate pathways; supporting Pāmu’s ambition to attract farm workers and agricultural entrepreneurs.

Sustainable farming landscape with rolling golden hills, images of sheep, cows, and a farmer, with text on caring for land, animals, and people.Sustainable farming landscape with rolling golden hills, images of sheep, cows, and a farmer, with text on caring for land, animals, and people.

Outcomes

  • Fully redesigned UX and digital brand system
  • Modern, scalable CMS foundation replacing legacy monolith
  • Clearer storytelling across 100+ farms
    Improved recruitment visibility and job discovery
  • Elevated perception of Pāmu as a national agricultural leader
Pāmu careers page with team member profiles, a person riding a motorcycle in a field, and the text "Grow your career and develop your skills."Pāmu careers page with team member profiles, a person riding a motorcycle in a field, and the text "Grow your career and develop your skills."

Next project

The Big Idea

Modernising the digital face of New Zealand farming.
A person in black in a dynamic pose on a dark stage with swirling white light streams projected across the floor and wall.A person in black in a dynamic pose on a dark stage with swirling white light streams projected across the floor and wall.