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.
We undertook weeks of stakeholder, iwi and community workshops in order to develop a brand that created a sense of connection to the school for students, staff and the wider school community.
Brand Strategy and Story | Logo and Identity | Brand Video | Photography | Website | Print Collateral | Signage
BRAND STRATEGY AND STORY
Preparing students for the real world
Our workshops revealed key themes of inclusion and diversity. As a co-educational school with students from all socio-economic backgrounds, the college’s core strength was its ability to prepare students for life in the real world.
We built on this positioning, to create a brand story that was about providing students with the best opportunity to find their unique place in the world – in an inclusive learning environment that prepares them for life beyond the school gates.
LOGO AND IDENTITY
Let learning enlighten life
As a school with more than 50 years of tradition, our challenge was to create a coherent logo and vibrant identity system that was relevant to the school community, and honoured the past while moving into the future.
The new school logo is a visual representation 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. Ahi Kā is made up of three parts: Noho, Mahinga Kai, Tipuna, which are reflected in the three inner triangles within the mark.
In the school the teachers and staff are Ahi Kā, responsible for lighting and growing the fires within the students to carry them throughout life.
Bringing the logo to life
To help the school communicate the depth of story behind their new logo, we created an animated video which stepped out each logo element while the background video flew over the school’s local region.
Providing opportunities to shine
To authentically reflect the student audience, brand imagery needed to feel young, colourful, and engaging. We made students the centre of the frame, pairing them with bold backgrounds to showcase the dynamic, positive energy of a school where all students have the opportunity to shine.
The redesigned website was about simplifying access to information and guiding a variety of audiences through the story that most resonated with them. We reimagined the main navigation to have quick shortcuts, with a hamburger menu dropdown organising content into five key areas; Our School, Learning, Opportunities, Enrolment, and International.
Making school cool
Every element of the brand was reimagined to reflect the school’s student-centric approach to education.
Let’s get together, grab a coffee and throw some ideas around.