A timeline of innovation

Faded images of original fridges on the staircase sparked the “90 years of innovation” theme for McAlpine Hussmann. Lemonade saw the opportunity to tell the company’s story of evolution through a designed timeline, which would engage staff, clients and visitors alike in its proud history.

The idea was seized upon and the treasure hunt for imagery began. Old cabinets were unlocked, dusty albums surfaced, and a wealth of stunning images were rediscovered, categorised and digitised. Employees nearing retirement were interviewed for context, accuracy and understanding.

Lemonade then captured imagery of staff at work across the Tauranga, Hamilton and Auckland, through a comprehensive photoshoot. These new, authentic images brought the colour and energy into the timeline. They showcased the latest products and a modern, sustainable company with people at its heart.

The timeline was produced in six panels representing different eras, using the unique McAlpine “A” stripes, with a Hussman blue tint to smooth out the black and white images. Each panel was mounted on acrylic and backlit for impact. The result simply communicates how McAlpine Hussmann has become New Zealand’s leaders in commercial refrigeration and air conditioning with its enduring commitment to innovation, excellence and teamwork.

For the 90 years Celebration Event, the timeline content was redesigned as a foldout piece within the evening’s program as a keepsake. Lemonade also created and produced an inspiring innovation through time video.

Looking ahead, McAlpine Hussmann now has its own genuinely local content for its website, social media, exhibitions and brochureware. In a world where AI generated imagery is becoming the norm, this commitment to authenticity makes them visually stand out.