Ōtūmoetai College is Tauranga’s largest co-educational secondary school. Established in 1965, the school’s existing brand was no longer representative of their modern learning environment and diverse student body.
A 50 year old logo
Our challenge was to create a coherent logo, story and vibrant identity system that was relevant to the school community, and honoured the past while moving into the future.
We undertook weeks of stakeholder, iwi and community workshops, learning about the history of the school site and the significance of Ahi Kā – the home fires and beacon that will always draw students home to the place where the roots of their future were first planted.
A logo reimagined
We evolved the logo from a flame with the slogan ‘let learning enlighten life’ to a visual representation of Ahi Kā.
Vibrant colour. Dynamic imagery.
In brand imagery, students were paired with bold, colourful backgrounds to showcase the positive energy of a school where all students have the opportunity to shine.
An identity redesigned for the future
Through this process we developed a brand that begins a new chapter, while creating a sense of connection to the school for students, staff and the wider school community.