Ōtūmoetai College

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.

Ōtūmoetai College
Otumoetai 01 video logo
Otumoetai 01 video logo
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Otumoetai 01 video logo
Otumoetai 01 video logo
Otumoetai 01 video logo
Otumoetai 01 video logo
Otumoetai 02 tote photo
Otumoetai 02 tote photo
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Otumoetai 02 tote photo
Otumoetai 02 tote photo
Otumoetai 02 tote photo
Otumoetai 02 tote photo
Otumoetai 03 girl statements
Otumoetai 03 girl statements
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Otumoetai 03 girl statements
Otumoetai 03 girl statements
Otumoetai 03 girl statements
Otumoetai 03 girl statements
Otumoetai 04 text - cultural collaboration
Otumoetai 04 text - cultural collaboration
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Otumoetai 04 text - cultural collaboration
Otumoetai 04 text - cultural collaboration
Otumoetai 04 text - cultural collaboration
Otumoetai 04 text - cultural collaboration

Cultural collaboration
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.

Otumoetai 05 workshop GIF
Otumoetai 05 workshop GIF
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Otumoetai 05 workshop GIF
Otumoetai 05 workshop GIF
Otumoetai 05 workshop GIF
Otumoetai 05 workshop GIF
Otumoetai 06 logomark
Otumoetai 06 logomark
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Otumoetai 06 logomark
Otumoetai 06 logomark
Otumoetai 06 logomark
Otumoetai 06 logomark
Otumoetai 07 text - logo reimagined
Otumoetai 07 text - logo reimagined
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Otumoetai 07 text - logo reimagined
Otumoetai 07 text - logo reimagined
Otumoetai 07 text - logo reimagined
Otumoetai 07 text - logo reimagined

A logo reimagined
We evolved the logo from a flame with the slogan ‘let learning enlighten life’ to a visual representation of Ahi Kā.

Otumoetai 08 scamps GIF
Otumoetai 08 scamps GIF
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Otumoetai 08 scamps GIF
Otumoetai 08 scamps GIF
Otumoetai 08 scamps GIF
Otumoetai 08 scamps GIF
Otumoetai 09 logo
Otumoetai 09 logo
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Otumoetai 09 logo
Otumoetai 09 logo
Otumoetai 09 logo
Otumoetai 09 logo
Otumoetai 11 video brand story
Otumoetai 11 video brand story
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Otumoetai 11 video brand story
Otumoetai 11 video brand story
Otumoetai 11 video brand story
Otumoetai 11 video brand story
Otumoetai 12 text colour imagery
Otumoetai 12 text colour imagery
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Otumoetai 12 text colour imagery
Otumoetai 12 text colour imagery
Otumoetai 12 text colour imagery
Otumoetai 12 text colour imagery

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.

Otumoetai 13 photography
Otumoetai 13 photography
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Otumoetai 13 photography
Otumoetai 13 photography
Otumoetai 13 photography
Otumoetai 13 photography
Otumoetai 14 photography
Otumoetai 14 photography
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Otumoetai 14 photography
Otumoetai 14 photography
Otumoetai 14 photography
Otumoetai 14 photography
Otumoetai 15 slider photography
Otumoetai 15 slider photography
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Otumoetai 15 slider photography
Otumoetai 15 slider photography
Otumoetai 15 slider photography
Otumoetai 15 slider photography
Otumoetai 16 posters
Otumoetai 16 posters
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Otumoetai 16 posters
Otumoetai 16 posters
Otumoetai 16 posters
Otumoetai 16 posters
Otumoetai 17 text identity
Otumoetai 17 text identity
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Otumoetai 17 text identity
Otumoetai 17 text identity
Otumoetai 17 text identity
Otumoetai 17 text identity

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.

Otumoetai 18 video website
Otumoetai 18 video website
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Otumoetai 18 video website
Otumoetai 18 video website
Otumoetai 18 video website
Otumoetai 18 video website
Otumoetai 19 website
Otumoetai 19 website
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Otumoetai 19 website
Otumoetai 19 website
Otumoetai 19 website
Otumoetai 19 website
Otumoetai 20 website mobile
Otumoetai 20 website mobile
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Otumoetai 20 website mobile
Otumoetai 20 website mobile
Otumoetai 20 website mobile
Otumoetai 20 website mobile
Otumoetai 21 book shirt
Otumoetai 21 book shirt
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Otumoetai 21 book shirt
Otumoetai 21 book shirt
Otumoetai 21 book shirt
Otumoetai 21 book shirt
Otumoetai 22 social
Otumoetai 22 social
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Otumoetai 22 social
Otumoetai 22 social
Otumoetai 22 social
Otumoetai 22 social
Otumoetai 23 brand guide
Otumoetai 23 brand guide
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Otumoetai 23 brand guide
Otumoetai 23 brand guide
Otumoetai 23 brand guide
Otumoetai 23 brand guide