Description:

After eight decades as Aotearoa’s iconic destination for wellness, QE Health unveiled a new state-of-the-art facility along Rotorua's scenic lakefront. The purpose of this branding project was to honour tangata whenua’s proud connection to Queen Elizabeth while bridging the worlds of Māori and European traditions; to represent a place where traditional healing meets modern medicine.

Our design process was deeply rooted in cultural integrity, guided by the Māori model of wellbeing, Te Whare Tapa Wha. This framework informed our design to ensure it resonated with the values of physical, mental, family, and spiritual health. The balance within the waka in our logo symbolises these four cornerstones, creating a harmonious representation of wellness.

Our creative approach pushed boundaries by blending traditional Māori concepts with contemporary design. The distinctive hiwi device, inspired by the waka’s hull, frames images and headlines throughout the brand. This pattern, along with our supporting brand design inspired by Ngā Mātā Waka, tells the story of Te Arawa waka’s voyage from Hawaiki to Maketu. This innovative integration of cultural symbolism and modern aesthetics set a new benchmark for creative expression.

The new QE Health brand achieves new heights in the expression of Toitanga through its style, form, and character. Typography, inspired by Joseph Churchward's Georgina, combines warm calligraphic curves with a clean, machine-like feel, capturing the harmony of science and nature. The colour palette, drawing from nature with deep blue hues of water and vivid rust tones of Rotorua’s geothermal lakes, creates an inviting and serene environment. Imagery highlights the textures of nature, the geothermal landscape, and the turbulent waters of Te Korokoro O Te Parata, supporting QE’s mission of guiding patients toward wellness.

The rebranding of QE Health captures a deep connection to cultural heritage, a commitment to patient wellbeing, and an innovative design approach. It establishes QE as a premier wellness destination, offering an experience that’s as culturally enriching as it is healing.