Te Pou o te Whakaaro Nui is an NGO developing workforce capability across the mental health, addiction and disability sectors. Accountable to the Ministry of Health, parented by the Wise Group, and deeply tied to the sectors they work within, the Te Pou o te Whakaaro Nui brand had become stretched as it responded to an industry undergoing profound change.

“The NGO space is highly dynamic. Our client could not clearly articulate what they did as they had undergone several internal shifts,” says Jonathan. “Our job was to find a positioning that would endure while remaining true to their responsibilities with multiple stakeholders, audiences and Te Tirity o Waitangi.”

An extensive consultation process ensued with all levels of staff, partners and stakeholders to ascertain the future opportunities for the brand—specifically the organisation’s roles in its complex system of relationships.

A key recommendation was to shorten their name to ‘Te Pou’ and ensure it reflected their work as a national centre for information and workforce development in mental health, addiction and disability. Colloquially used already, the essence of the term ‘Te Pou’ would become a fulfilment of their external responsibilities plus a solid internal driver for the team.

In partnership with Te Pou, a new karakia (prayer) was developed, acknowledging their heritage and history while articulating the messages contained within the new brand strategy. The karakia explored the meaning and mana of Te Pou as a connector, supporter, mentor and marker inside their industry. Through the project, Voice worked with Cultural Strategist Andrew Baker to ensure authenticity within the design process and that the new karakia would speak directly to the organisation’s purpose.

The project included brand strategy, naming, brand identity development and brand guidelines to guide Te Pou’s expression with multiple stakeholders.

The people of Te Pou were carrying the legacy of a Māori brand and name that didn’t connect with their people or stakeholders. They courageously engaged in a process to unlock and discover the essence of their brand. Working together, we were able to find deeper meaning within the Te Pou brand and articulate an aspirational narrative to create a deeper connection for their people today and into the future.

Andrew Baker, 3degrees Strategist