Emerge Aotearoa

A merger between two significant New Zealand mental health care providers created an opportunity to develop a meaningful brand identity that represented the vision and ethos of the new organisation.

During workshops, we explored possible territories and narratives for the brand and facilitated the journey to reveal the common ground of these 2 companies and find a distinct and relevant brand essence for the new organisation. With various stakeholders involved (from clients to staff to government to referrers to communities), this required a careful and considered approach.

The strategy document that resulted defines the organisation and all it stands for. A powerful guide for the staff to value and endorse, and to own. After all, it was all their work, we simply facilitated the process.

A new brand name was created, Emerge Aotearoa, that fulfilled the concept of giving hope, transforming lives, and the idea of emerging from darkness to light. The symbolism in the logo reflects the dynamics of the organisation and how it works; from being a supportive guide to connecting with purpose and protecting the individual.