Oranga Tamariki, Ministry for Children - Aotearoa, NZ

Overview
The Māori Partnerships & Communities (MPC) division within Oranga Tamariki required a distinct visual identity to differentiate itself internally and strengthen communication across the organisation. Commissioned by the Deputy Chief Executive, the project centred on developing a tohu and supporting brand system that enhances cultural capability and supports frontline service delivery. The identity draws from Te Moana Nui a Kiwa and paddling traditions, positioning the moana as a source of sustenance, life, and connection. The concept of mauri (life force) underpins the branding, grounding the work in Te Ao Māori.

Challenge
MPC lacked a cohesive identity and was visually indistinguishable from other divisions within Oranga Tamariki, limiting clarity in how its role and services were communicated. The challenge was to develop a culturally grounded identity anchored by a tohu, while creating a practical system that could be consistently applied by frontline staff. This required balancing cultural integrity, Section 7AA obligations, and the need for scalable, accessible communication tools across varied service environments.

Approach
The approach centred on creating a culturally grounded identity system that functioned as both symbol and service tool. A tohu was developed as the core identity device, embodying mauri, drawing from Te Moana Nui a Kiwa and paddling traditions to express movement, connection, and collective strength.

Section 7AA obligations informed the direction of the work, ensuring alignment with Oranga Tamariki’s responsibility to improve outcomes for tamariki Māori and strengthen partnerships with iwi and Māori organisations. The identity was designed as an expression of accountability rather than representation alone. From this foundation, the system expanded into a structured visual language for frontline use. Stakeholder engagement highlighted the need for clearer communication tools, leading to the development of a custom icon suite that translated complex services into accessible formats.

The system was built for integration across digital and physical environments, including templates, communication assets, and brand guidelines. Accessibility standards (WCAG) were embedded throughout to ensure inclusive communication.

Applications

• Identity System: Tohu, identity variations, and watermark applied across internal and external communications to establish a consistent presence.
• Communication Tools: Custom icon suite and visual language developed to simplify complex services for frontline staff. Integrated into internal Microsoft tools for daily service communication.
• Digital & Social: Social media templates, web banners, EDMs, and video assets supporting consistent organisational storytelling.
• Operational Templates: Presentation decks and internal documents designed for seamless use within existing workflows.
  
• Marketing & Print Collateral: Posters, brochures, and infographics supporting engagement, outreach, and service awareness.
  

Outcome

Developed a culturally grounded identity system for MPC that not only differentiated the division within Oranga Tamariki, but improved how services are communicated nationwide. Adopted nationwide, the system provided a consistent framework for communication across teams, enabling staff to clearly articulate services and engage more effectively with tamariki and whānau. The introduction of a structured visual language and iconography improved the accessibility of complex information, supporting more inclusive and informed interactions.

The tohu became a unifying symbol for the division—embedding cultural meaning while reinforcing organisational commitment under Section 7AA. This positioned MPC as a leading example of how design can support both cultural integrity and legislative responsibility within a government context. Beyond differentiation, the work elevated the standard of visual communication across the organisation, influencing how other divisions approach identity and service communication.

Brand Identity & Assets
Brand Strategy
Illustration
Social Media Content Design
Marketing Campaign Collateral