‘strengthen New Zealand’s
preparedness for, and
response to, potential
future pandemics’
Multichannel branding – Te Tira Ārai Urutā Royal Commission COVID-19 Lessons Learned
About
The brief was to create a visual identity for the Royal Commission COVID-19 Lessons Learned that was informed by and highlighted their chosen Māori name: Te Tira Ārai Urutā. The Royal Commission’s remit was to strengthen New Zealand’s preparedness for, and response to, potential future pandemics. The Māori name reinforces these ideas, emphasising the need to come together and take a journey whose destination is improved preparedness for next time.
Approach
Working closely with a Māori advisor, the insights we gathered led us to the concept of a waka huia decorated with the pūhoro pattern, being guided by the Māhutonga (Southern Cross). These elements together represent a vessel carrying treasured knowledge, moving forward with agility and respect, on a shared journey.
Using additional supporting tohu to represent the journey ahead and behind us, we have created a cohesive look and feel for the Commission that carries across the brand.
Outcomes
The brand was extended over a range of applications, from banners, to social media, to PowerPoint templates, through to the suite of reports and supporting documents for Phase One of the Inquiry. Each item extended the story.
The final reports were designed, proofread and delivered under tight timetrames, and expanded the core concept. Within these six documents totalling almost 1,000 pages, insights are captured into the country’s experiences of the pandemic, which shaped lives and communities. Readers are able to gain a broad overview, or delve deep into a range of aspects of the government’s COVID response.
Supporting the detailed report findings, the ‘Experiences’ report thanks those who shared their experiences of the pandemic and acknowledges the many and varied impacts it had for Kiwis. Connecting the broad range of experiences and opinions – both positive and negative – encourages empathy for those with different perspectives, and provides reassurance that the voices of those who contributed have been heard.
