The document discusses the branding and identity project for National Hauora Coalition (NHC), a large Māori-led primary health organization in New Zealand. The branding needed to reflect NHC's coalition aspect as well as Māori culture. The solution was a square symbol representing the four dimensions of Māori well-being, with colors symbolizing medical services, national identity, and corporate culture. The branding incorporated a traditional Māori pattern and was applied across various communication materials including the website, annual report, signage, and more.
1. BRIEF
National Hauora Coalition - NHC
is a Whānau Ora organisation
with a national Primary Health
Organisation (PHO) containing over
60 GP practices. NHC practices were
largely drawn together through the
merging of 11 Māori-led Primary
Health Organisations (PHOs).
The project was commissioned by
Waha Communication to Storm, to
create integrated branding campaign
and new Identity for NHC
CHALLENGE
The challenge was to create
branding and identity solution that
reflects the coalition aspect along
with the nature of service, with a flair
of Maori culture.
SOLUTION
HAUORA in Maori means Health.
The concept is based on
‘te whare tapa wha’ - the four
cornerstones (or sides) of Maori
health and the coalition with
government.
With its strong foundations and four
equal sides, the symbol illustrates
the four dimensions of Maori well-
being.
1. Taha Tinana (physical health)
2. Taha Wairua (spiritual health)
3. Taha Whanau (family health)
4. Taha Hinengaro (mental health).
DESIGN METHODOLOGY
+ + =
Square symbolises strong foundations and
four equal sides, the four dimensions of Maori
well-being.
Blue: In Maori, it represents Sky. In the identity
process, it reflects Medical Services
Green: In Maori, it represents Earth. Both Sky
and Earth together reflects National.
Gray: It represents corporate culture and
services.
Plus symbolises medical services Knot symbolises coalition
NATIONAL HAUORA COALITION - BRANDING AND IDENTITY
4. NATIONAL HAUORA COALITION - MAORI PATTERN
MAORI PATTERN
Vector Maori pattern was developed, to give the flavour of Maori to entire
communication. The pattern represents mountains symbolically in Maori art
and called Poutama Ahurewa.
6. NATIONAL HAUORA COALITION - WORD TEMPLATE
Author Name
Designation
PRIVATE AND CONFIDINTIAL | NHC 2011
DOCUMENT TITLE
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