Description:

Founded in 1958, Tauranga Girls’ College has long carried a legacy of tradition. The challenge was to honour this rich heritage while evolving the brand to reflect a school that thrives in today’s world. Our goal was to redefine the college’s identity, distinguishing it from its shared past with Tauranga Boys’ College and bringing its unique, future-focused character to the forefront.

Rebranding the college called for a thoughtful, inclusive approach. Community support was essential, so we engaged a broad group of stakeholders, including teachers, students, and local Iwi, to shape a vision of the future that everyone could stand behind.

At Tauranga Girls’ College, students are encouraged to explore, question, and grow. This commitment to open-mindedness and personal development turns education into a journey of self-discovery. The messaging platform, Empowering Tomorrow’s Leaders, captured this ethos, highlighting the school’s dedication to developing well-rounded students equipped to make a meaningful impact in the world.

One of the most debated aspects of the rebrand was the school logo. Opinions were deeply divided over whether to retain or replace the iconic but contentious ‘Discobolus’ symbol. After consultation and alignment with the school’s evolving values, the logo was retired in favour of a new design featuring culturally significant symbols that better represent the identity of the school today.

Through a compelling narrative and refreshed visual identity, Tauranga Girls’ College now stands apart, not only from its peers but from its own past. This dynamic new brand honours the college’s roots while confidently leading it into a future defined by growth, discovery, and empowerment.