Description:

He reo rangatahi, he ao hurihuri — The voices of youth keep the world turning.

Action Education is Aotearoa New Zealand’s leading arts-based youth development organisation, best known for using spoken word poetry as a transformative tool for connection, empowerment and growth. With a growing national presence and an increasingly diverse audience, Action Ed had outgrown its existing identity. The challenge was to create a brand that reflected its evolved purpose. One that honoured its roots, resonated with rangatahi, and inspired future advocates.

Our approach began with deep discovery, bringing together the team, their stories, and their values. It quickly became clear that Action Ed knew who they were, we just needed to give them a visual and verbal language that carried the same energy and conviction.

We partnered with Māori cultural advisors, Maurea, to co-develop a meaningful bilingual identity, including a refined value set and a translated, aspirational tagline.

Central to the design is The Loop: a logo symbolising connection, growth, community and legacy. It speaks to the power of safe spaces where every voice is heard, nurtured and uplifted.

Colour psychology played a key role in the brand expression. We selected a palette that stimulates creativity, empathy, warmth and deep thinking. reflective of both the emotional journey and the imaginative power that Action Ed’s help to facilitate in their work. Soft, uplifting gradients bring a sense of energy in motion. A nod to the rhythmic, rising cadence of spoken word poetry.

This work is more than a rebrand — it’s a reclamation of voice and purpose. It honours whakapapa while setting the foundation for future impact. The process brought together staff, rangatahi, partners and cultural advisors to co-create an identity with integrity, ambition, and depth.

In one of the most challenging funding climates the sector has faced, Action Ed is now armed with a powerful, authentic identity that rallies community, attracts new advocates, and reminds everyone that the poetry — and the people — matter more than ever.