Fresh From The Field — Te Arotake – By Strategy Creative
Fresh from the Field is a weekly article series sharing the fresh and inspiring work of our Aotearoa Design Assembly community.
Using three distinct typefaces to collectively symbolise the value of varied perspectives, Strategy Creative walk us through their branding work for Te Arotake.
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Over the next 30 years, New Zealand will face massive challenges – population growth will put pressure on housing; technology will change how we work; and climate change will reshape how we live.
To ensure our communities prosper in the face of these changes we need effective local government. That’s where Te Arotake comes in. Their mission is to undertake an independent look at how local governance needs to adapt to the evolving conditions of the future.
We needed to create a nimble brand that could flex to the unique needs of students and members of the community who want to have their voice heard.
The Design Response
We engaged with stakeholders, working closely with Māori advisors and governance groups to develop a strategy built around regeneration and new life. The approach placed value on taking time to pause, to review, and to improve.
The niho taniwhā pattern illustrates the brand’s future-focused leadership. By repeating the form three times, the design refers to Ngā Kete o Te Wānanga. It acts as a metaphor for insights built on a breadth of views and opinions.
Used in community messages, the layered collage of graphic elements demonstrates engagement from diverse audiences.
Te Arotake makes use of three distinct typefaces. Collectively, they symbolise the value of varied perspectives and that the past informs the future.
To help Te Arotake reach their audience we created various brand touchpoints from digital experiences, to advertising campaigns and printed collateral.
The Design Team
The Client Team
Department of Internal Affairs