Te Pou o te Whakaaro Nui is an NGO developing workforce capability across the mental health, addiction and disability sector. Accountable to the Ministry of Health, parented by the larger Wise Group and deeply tied to the sectors they work within, the Te Pou o te Whakaaro Nui brand had become stretched as it responded to a sector undergoing deep change. 

“The NGO space is highly dynamic, our client was unable to clearly articulate what they did as the organisation had undergone a number of internal shifts.” says Jonathan. “Our job was to find a brand positioning that was compelling enough to endure, while remaining true to their responsibilities with their multiple stakeholders and audiences.”

A large consultation process was undertaken across New Zealand at all levels of staff, partners and stakeholders to ascertain the future opportunities for the brand. Consideration needed to be given to all roles the organisation played in its complex system of relationships. 

The brand strategy articulated clearly the position and role that Te Pou played to its stakeholders and the wider workforce. A key recommendation was to shorten their name to ‘Te Pou’ and ensure it reflected the the work they do as a national centre for information and workforce development in mental health, addiction and disability.  Colloquially used already, the essence of the term ‘Te Pou’ would become a fulfilment of their responsibilities to their audiences and a strong internal driver for the team.

In partnership with Te Pou a new karakia (prayer) was developed acknowledging the existing heritage and history of Te Pou while articulating the messages contained within the new brand strategy. The karakia was then used to explore the meaning behind the mana of Te Pou as a: connector, supporter, mentor and a marker, inside their industry. Through the project Voice worked with Cultural Strategist, Andrew Baker, to ensure authenticity within the design process and and ensure the new narrative would speak directly to the organisations purpose.

The project included brand strategy, naming, brand identity development and brand guidelines to guide Te Pou’s expression with its multiple stakeholders. 

The people of Te Pou o te Whakaaro Nui were carrying the legacy of a Māori brand and name that really didn’t connect with their people or their stakeholders. They courageously engaged in a process to unlock and discover the essence of their brand. Working together, we were able to find deeper meaning within the Te Pou brand and articulate an aspirational narrative to create a deeper connection for their people today and into the future.

Andrew Baker, 3degrees Strategist