Te Tūāpapa Kura Kāinga is a newly established ministry (2018) and was swiftly created to help with the nationwide housing crisis. Since the development of the agency, Aotearoa’s social and living environment has evolved.
The challenge was to define and build passion in the Ministry’s purpose and evolve the brand to tell an authentic story which is reflective of the current Ministry. In efforts to becoming better Treaty and Te Tiriti partners the Ministry name became led in Te Reo Māori.
A Ministry with people at its heart. It was important that Te Tūāpapa Kura Kāinga’s identity and story was told accurately internally to be able to drive perception and change externally. Looking at the history of Aotearoa pre-colonisation and the development of New Zealand was imperative to acknowledge why we are in the position we are today and how the ministry recognises the need for action. We worked alongside Te Tūāpapa Kura Kāinga to deepen their story and enrich their visual identity. We asked a formative question, “he aha te tangata ki te kore he uara? What are people without values?”. Through kōrero we learnt that this was an organisation with people at its heart. To realise their identity goals, we recommended they take a values-based design approach because when people can see themselves - their stories - reflected in the work, it brings the work to life. Core to this was that we illuminated the unique māori worldview in their design, and brought this kaupapa to life visually.
The brand has been executed through guidelines, collateral and their new work environments - and will continue to grow and flourish.