Trust Tairāwhiti is the new name for Eastland Community Trust – the regional development agency for Te Tairāwhiti. With $100 million to invest into the region by 2025, the Trust needed to change to better connect with its diverse communities and communicate with greater clarity, its focus on regional wellbeing. We undertook months of stakeholder, iwi and community workshops to create a new brand strategy, merging several other sub-brands into one brand that clearly communicated what they do for the Tairāwhiti region.
WHAT WE DID
Brand Name | Brand Strategy and Positioning | Story and Messaging | Logo and Identity | Brand Video | Digital & Website | Launch Event | Activations | Advertising Campaign | Print Collateral | Signage
strategy and messaging
Tātau Tātau A culture of sharing
Tātau = Tātau is the Tairāwhiti version of the meaning ‘what’s yours is mine and what’s mine is yours’. The theme of sharing is central to the Trust Tairāwhiti kaupapa, and the concept of duality which flows through the brand.
Mā Te Ngutukura An identity that reflects its region
We partnered with one of New Zealand’s leading cultural advisors, Tairāwhiti artist, Derek Lardelli, to add rich layers and authenticity to our initial tohu designs. This collaboration was key to creating a brand that is both beautiful in its simplicity, yet completely unique and significant to Tairāwhiti. The Trust Tairāwhiti tohu invites its communities to walk through the waharoa on the pathway to shared wellbeing. It’s storytelling that is inclusive and carried through to the three distinct functions of the Trust, with each differentiated through colour and pattern.
Te Ha O Te Waharoa! A voice of the people
Trust Tairāwhiti is a brand for the people of Tairāwhiti. It was essential that the way we speak reflected the Iwi of the region, using the local dialect, Reo Tairāwhiti.
Nau Mai Haere Mai A warm welcome
The new brand was launched at a special event, attended by community stakeholders and local iwi, who were taken on the journey of transformation from ECT to Trust Tairāwhiti. The ceremony opened with a karakia to put the old tohu to sleep respectfully, before we revealed the new tohu and the story behind the brand.
Konohi Ki Te Konohi! What matters to you?
A community brand by its truest definition, we created a campaign to engage the people of Tairāwhiti, asking them what matters most to their wellbeing. We launched the campaign in an interactive tent display at the regions annual A&P show, hearing from more than 674 people across the weekend. The results of this campaign will help Trust Tairāwhiti understand how they can have the greatest impact for their communities.
Let’s get together, grab a coffee and throw some ideas around.