Te Tohu o Te Ora o Ngāti Awa provides health and social services. The branding was dated and did not convey the depth of cultural expertise that underpinned their philosophy. Ira was asked to help bring that narrative to life as a new brand identity.

Strengthening brand architecture through a clear architecture.

The first strategic goal was to build the brand around the te reo Māori name, a shift from Ngāti Awa health & Social Services to emphasising Te Tohu o Te Ora o Ngāti Awa. Then restructuring 17 different brands and naming systems under one master brand and service structure. This paved the way for one brand identity based on the philosophy of the organisation.

The logo itself represents the journey towards rangatiratanga.

Each stage of the journey is defined by a pou, or pillar. Te Pou o Hineahuone connects people to their whakapapa and identity. Te Pou o Hinetitama connects people to their land and community. Te Pou Ihorangi connects them to spiritual and cultural wellbeing. Te Pou Aotūroa to knowledge and resilience. Finally, people connect to Te Pou Mataaho, the fullness of wellbeing. It’s design is really unique, to identify it’s unique narrative.

The Pou Mataaho is invisible and exists within the mind and spirit of the person who acquires it. The bottom motif is that of a moko kauae, worn by women and connected to the whenua. The top element is inspired by mataora, worn by men and connects to the heavens. Connecting them both is a rauru spiral representing whakapapa, or family connections.

Celebrating Ngāti Awa colours to connect the brand to their place in the world.

Ngāti Awa colours use a rich red, strong black and vibrant green. It’s used across carving and painted kōwhaiwhai. This expressive colour combination is instantly recognisable to the people of Ngāti Awa.

Aligning strengths and values to define purpose.

Te Tohu o Te Ora o Ngāti Awa provides a wide variety of services and upholds many partnerships across the sector and public service. One of the challenges was to define the core messages that define their strengths, regardless of audience. Part of this was to synthesize the core essence of 9 key principles and 5 values to make it easier to remember and apply consistently and meaningfully. “Kia” means to be, to embody, to do. These values create a call to action.

Creating a brand that conveys the mana and mauri of Ngāti Awa.

A brand transformation to inspire and energise the people of Ngāti Awa.