Trust Tairāwhiti is the new name for Eastland Community Trust – the regional development agency for Te Tairāwhiti. They challenged us to help them better connect with their diverse communities and communicate their focus on regional wellbeing with greater clarity.
We undertook months of stakeholder, iwi and community workshops to find out what matters most to the people who matter most.
A name to Trust
Our conversations showed that Eastland didn’t resonate with key stakeholders, so we pivoted to a name that repositioned the brand as an organisation for the people.
Rich layers of storytelling and cultural authenticity were woven throughout the brand in partnership with one of New Zealand’s leading cultural advisors, Tairāwhiti artist, Derek Lardelli.
Tātau Tātau – A culture of sharing
The theme of Tātau Tātau (sharing) is central to the Trust Tairāwhiti kaupapa, and the concept of duality which flows through the brand.
A branded house
Several sub-brands including economic development and tourism were incorporated into one masterbrand that was more than the sum of its parts.
Reo Tairāwhiti – A voice of the people
The brand voice we developed is a reflection of the Iwi of the region, and uses the local dialect, Reo Tairāwhiti.
A launch to connect
The new brand was launched at a special community event, which was followed by a public launch as part of a wellbeing campaign at the annual A&P show.