Our Branding Story

posted: 4:00 pm - 24th February 2016

Our Branding Story

The Ministry recently changed its visual identity to reflect the new and changing story of Pacific New Zealand.

The Pacific population of New Zealand is changing and its narrative is becoming less about migration and more about having a firm place in New Zealand. The story of Pacific peoples in New Zealand is also increasingly about our young people and their place here in New Zealand.

We are proud that as a part of our evolving New Zealand story the Ministry has a new name and a new Māori name. We are now the Ministry for Pacific Peoples – Te Manatū mō Ngā Iwi o Te Moana-nui-a-Kiwa. This name captures the people we work for and shows we are focused on people.

The Design Approach

The Ministry has taken an alternative approach to work with design Pacific students at Manukau Institute of Technology (MIT).

This approach has the benefit of providing real-world experience for two young Pacific students heading into the job market while ensuring that the perspectives of Pacific youth are included in the design. Highly collaborative, the partnership has created shared value for both the students and the Ministry.

The Designers

The two MIT Pacific design students are Nofoagaoalii (Nofo) Me and Daisy Tavilione both from South Auckland.

Nofo was born and raised in Samoa. She arrived in New Zealand as a 10 year old and her family settled in South Auckland.

Daisy is a New Zealand born Niuean raised in Manurewa, South Auckland.

Both these stories capture Pacific New Zealand in its richness. We have a young family arriving and settling in New Zealand and another who represents New Zealand born Pacific.


The Ministry used an alternative approach to develop the new visual identity, working with design students rather than a design agency. This means we gave the students real-world experiences and advances them in their careers, in-line with the Ministry’s vision of more successful Pacific peoples.  This also meant the Ministry could save costs and still get a quality outcome.

The Ministry’s Maori name reflects the strengthening of ties with Tangata Whenua.

Below is a breakdown of the visual identity costs, which includes the new Maori name:




Contractor for Te Reo translation

Development of Te Reo translation for the Ministry for Pacific   Peoples


Designer 1

Payment for logo work


Designer 2

Payment for logo work


Manukau Institute of Technology

Recognition and payment in-kind for providing mentoring for students   during the process



Yet to be identified due to a number of property movements in all   three sites. The Ministry currently does not have any naming rights on all   three sites. Signage replacement costs will be met as part of the Property   work and will be kept to a minimal