Description:

Te Arotake was created to help Aotearoa local government evolve in the face of big shifts like population growth, climate change, and tech disruption. The challenge? Build a brand that feels open, human and inclusive, especially for those who don’t typically engage, like rangatahi, iwi, whānau and grassroots communities. Grounded in the whakataukī “Tungia te ururua, kia tupu whakaritorito te tupu o te harakeke" about clearing space for new growth, the project was shaped in partnership with Māori advisors, Waha, to ensure diverse voices were welcomed from the outset.

The identity is rich with symbolism. A niho taniwhā pattern speaks to collective strength and wisdom, while a layered collage design and trio of typefaces reflect the voices and perspectives of many. What sets Te Arotake apart is its truly bicultural foundation. This isn’t government talking at people, it’s an invitation to co-create the future.