Description:

Te Awhi is a Māori healthcare provider focussed on mental health and addiction support for whānau in the Waikato and Te Tai Tokerau regions.

Having developed the initial Te Awhi brand a few years ago, we were asked to develop a package of items for their stand at the Indigenous Wellbeing Conference 2024. The purpose was to expand on the existing brand storytelling by expressing the valuable work they do, with an emphasis on approaching health from a te Ao Māori standpoint.

At the core of Te Awhi's philosophy is the pā harakeke (flax grove) metaphor. Representing the layers of support that wrap around us as Māori to nurture our growth and allow us to stand strong and proud in our own skin.

In order to better represent this, we developed a suite of rendered visuals to inspire and communicate this healing from a Māori stand point. In the centre of the visual is a pou, standing tall, as a symbol of humanity. This pou links us to past, present and future generations, and represents te puāwaitanga o te tangata (the flourishing of people). Wrapped around this pou is a cloak inspired by the qualities of pā harakeke, helping to protect and nurture growth and representing the dynamic ups and downs of life. Muka, the worked fibre within harakeke can symbolise the unseen, connecting the physical and the spiritual realms within us.

With these ideas in place, the visuals were developed as an additional layer to Te Awhi's communications, bringing colour and dynamism.

Across the conference touchpoints, a wide range of items was designed. A take away pack was created featuring a pack of native seeds, brochures, sticker sheets with affirming Māori phrases, and branded cards that share the organisations whakatauki. 500 packs were created and given out during the conference, all with the purpose of highlighting aspects of a holistic and healthy existence from a Māori perspective.

Large banners and brand table cloths were printed for the expo stand, along with posters and research sheets that displayed Māori wellbeing methods.

This was an opportunity to offer up a clear Māori vision for the prosperity and health of our people.