- Brand design
- Brand positioning
- Brand story
- Brand strategy
- Cultural strategy
- Naming
- Visual identity
In 2023, My Fiduciary entered into a partnership with Tupu Angitu, a commercial entity owned by Ngāti Tūwharetoa, merging with IWIinvestor. This significant alliance initiated a crucial conversation about the brand and how best to acknowledge this partnership—whether through a new name, branding, or look. As discussions progressed, it became clear that authenticity was paramount for My Fiduciary. They needed to position the business effectively within the burgeoning Māori economy while ensuring that their brand remained true to its values.
To address these challenges comprehensively, Voice undertook a long discovery phase, engaging with all sides of My Fiduciary’s business. Our recommendations included instilling a set of Māori values to lead the culture and brand of the newly formed entity, as well as developing a Māori name that reflects their heritage and mission. Collaborating closely with iwi Ngāti Tūwharetoa was essential to ensure representation and input throughout the rebranding process.
It was within this context that we introduced the new name, Mapua Wealth, symbolising abundance and well-being that pave the way to prosperity and security. The visual identity featured an organic design, utilising a grounded nature-inspired colour palette, complemented by ‘te tohu’—a graphic element symbolising growth and nurturing. This identity represented their commitment to fostering rich relationships and aligning perfectly with their business vision. With these elements in place, Mapua Wealth is poised to transform the investment advisory landscape in Aotearoa, elevating standards and fostering trust in financial services for all while honouring their iwi roots and commitment to authentic representation in the marketplace.
To further support My Fiduciary’s vision, Voice developed a robust strategy that encapsulated their core belief: “Prosperity stems from clear advice.” This guiding principle was reinforced by a refined set of brand values focused on approachability, practicality, and trustworthiness, reflecting the ethos of both Māori tikanga (culture) and broader New Zealand society.
Te Tohu is inspired by ‘Te ritio o harakeke’ The heart of the harakeke – a symbol of perpetual renewal, harmony and growth.
Voice
