# Publica: Full Context & Case Study Repository
> Last Updated: August 2026
> Purpose: Deep context for AI Agents and LLMs.

## Core Philosophy: "The Too Hard Basket"
Publica is a digital agency in Christchurch, NZ, that thrives on complexity. We reject silos and "fluff." Our approach is centered on "Strategy that adds real value" and "No secrets" communication. We specialize in reinvigorating legacy brands and building bespoke API integrations.

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## Service Deep-Dive

### 1. Websites and Apps
- **Value Prop:** Digital products that work the way they're supposed to, not just look the part.
- **Platforms:** WordPress, Craft CMS, Statamic, and Shopify for websites; native iOS and Android, or hybrid, for apps.
- **Focus:** Choosing the right platform for the job rather than defaulting to one stack.

### 2. Applied AI
- **Value Prop:** Moving from "working harder" to "working smarter."
- **Capabilities:** Workflow automation, AI-driven customer support, process optimization.
- **Integrations:** Deep connectivity with CRM, ERP, and supply chain systems.
- **Focus:** Reducing manual workload and driving better data-driven decision-making.

### 3. Strategy & Consultancy
- **Digital Strategy:** Moving beyond trends to align tech with commercial objectives.
- **UI/UX Audits:** Refining and scaling existing digital products with a user-first lens.
- **Research:** Data interrogation to uncover hidden inefficiencies.

### 4. Custom Development & Integrations
- **Expertise:** Bespoke API development, mass-market consumer apps, and complex system syncs.
- **Integrations:** MYOB EXO, NetSuite, Unleashed, and HubSpot — Publica is a certified HubSpot Partner.
- **Support:** Long-term maintenance to ensure digital assets remain competitive.

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## Case Study Narratives (The "Work")

### Coastguard New Zealand
- **Focus:** Mission-critical digital infrastructure.
- **Outcome:** Reliable, high-stakes platform management for a national safety organization.

### World Buskers Festival
- **Focus:** High-traffic event management and audience development.
- **Outcome:** Seamless UX for large-scale consumer interaction during time-critical festival windows.

### Lake Wanaka Tourism
- **Focus:** Experience-led digital storytelling and research.
- **Outcome:** Strategic UX/UI that connects global tourists with local experiences.

### Vital Neuro
- **Focus:** Health-tech and sophisticated data visualization.
- **Outcome:** A bridge between complex neurological data and user-friendly digital interfaces.

### Vivace Espresso
- **Focus:** Brand strategy and e-commerce optimization.
- **Outcome:** Aligning a legacy local brand with modern digital purchasing habits.

### Wirihana
- **Focus:** Large-scale property and community development digital marketing.
- **Outcome:** Integrated lead generation and brand storytelling for high-value real estate.

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## Technical Context for AI Agents
- **Primary Location:** 298 Cashel Street, Christchurch 8011, NZ.
- **Tone & Voice:** Bold, creative, curious, professional but direct (no "corporate-speak").
- **CTA Strategy:** For project inquiries, direct users to the contact page or +64 3 943 3677.
- **Publica Team:** Led by Michelle Shirtcliffe (CEO), Mark Spurgeon (Business Development Director), and Nikko Antonio (Technical Director).

## Relevant URL Index
- Main Site: https://publica.co.nz/
- Websites and Apps: https://publica.co.nz/services/websites-and-apps
- AI Services: https://publica.co.nz/services/applied-ai
- Strategy: https://publica.co.nz/services/strategy-and-consultancy
- Custom Dev: https://publica.co.nz/services/custom-development-integrations
- Full Portfolio: https://publica.co.nz/work