The challenge was to find a way for a new government agency to articulate its authentic and unique story. We needed to define and build a passion for the Ministry’s purpose and evolve the brand to tell an authentic story that was reflective of the Ministry and reflected their efforts to become better Te Tiriti o Waitangi partners.
Through kōrero, we learnt that this was an organisation with people at its heart. So we recommended a values-based design approach to building their new identity. Because from our experience, we know that when people can see themselves and their stories reflected back at them, it brings organisations and mahi to life.
Using a values-led design approach we designed a bespoke tohu for each of their values as an identifier. Each design talks to a pūrakau linking back to the genesis of Aotearoa and the whenua upon which we now live and build our homes.
To extend the visual system we created a pattern inspired by whakairo or carving, a method used to adorn whare. This graphic pattern now expresses each of the values when seen within the walls of the Ministry and externally through any branded communications the Ministry presents.