Our Branding Story

A new chapter

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

The new name emphasises to the community and wider New Zealand that the Ministry is here to work for Pacific peoples.

The Pacific population of New Zealand is changing and its narrative is now 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 in this country.

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 and asked two emerging Pacific design students from  Manukau Institute of Technology (MIT)to create our new visual identity.

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.

Nofoagaoalii Me

"I was born and raised in Samoa. It’s been 10 years since I’ve moved to New Zealand. I am a visual artist, recently completing my final year studying a Bachelor of Creative Arts (Visual Arts) at the Faculty of Creative Arts, Manukau Institute of Technology, Otara. My main focus is  typography and creating original typeface designs;  typeface designs inspired by Island patterns that are contemporary and express my Samoan identity.

Daisy Tavilione

 I am a New Zealand born Niuean who works  in print and digital design. Born in 1993 I was raised in Manurewa, South Auckland, where I am proud to call home. I have recently completed my final year at the Manukau Institute of Technology, completing a Bachelor of Creative Arts (Visual Arts).  My work has been exhibited at recent show including ‘PIMPI Winter Series – U Can’t Touch This’ and ‘You’re Local’. My works often showcase the influence of the hip hop culture – old school, present and future – and fusing it with significant aspects in my life.

The Story around the Design

There are two main parts to the visual identity – the manu imagery and the Ministry’s name.

Imagery

The use of the three manu designs represents a number of things. There is a sense of travel, which is inclusive of the migration history, but also encompasses life’s journey and a feeling of advancement. The concept of flight carries with it a message of direction, freedom and success. This is consistent with our vision of Successful Pacific Peoples and encapsulates what we wish to achieve for our people, our communities and our Ministry.

The manu design can also be viewed as waves and ripples on the surface of the water, both of which are Pacific in feeling and speak to the impact we wish to have.

Name and Typography

The emphasis has been deliberately placed on Pacific Peoples in the name and the typography includes stylised rope lashings. The underlying message is one of togetherness expressed through a contemporary take on a Pacific design.

Colour

The design can accommodate a range of colours. As a result, it will have a chameleon-like flexibility – where we can use different colours for different purposes such as red for Tongan Language Week. However as a principal colour we have settled on a fresh, contemporary green that carries the sense of energy, life and growth that we want to express.

Costings

The Ministry worked with design students rather than a design agency. This means we gave the students real-world experiences that 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: