‘celebrating
partnership and community’
Conference collateral – Voices of the Pacific – Horticulture New Zealand
About
Horticulture New Zealand was hosting a conference about the Recognised Seasonal Employer scheme, a reflection of its importance to the horticulture sector in New Zealand.
The scheme is mutually beneficial – Pasifka workers and their communities at home benefit from the earning opportunities it provides, while growers have access to the workers they need during the busiest times of the year. The RSE scheme supports economic sustainability for both New Zealand and the Pacific nations that participate.
The sector was asking for considerably more workers than the current allocation, and the conference played an important role in underscoring the scheme’s importance.
Approach
Getting the tone and messaging right was important to convey a sense of partnership and community.
The design draws upon Pasifika elements as well as graphically evoking horticulture to emphasise the importance of the relationship in a horticulture context.
“Voices of the Pacific” represents the strength of the relationship between the Pacific Islands and New Zealand. The graphic is a contemporary abstract vision of a conversation between two people, conveying togetherness and unity.
Outcomes
The identity not only gave the RSE Conference its own brand, it highlighted the importance of the RSE programme, the people, and the mahi across the industry.
It is a celebration of the relationship – and of the Pasifika workers themselves, acknowledging their contribution to a thriving horticulture sector.
The identity has become a permanent sub-brand not just for the annual RSE conference, but to identify the scheme’s role in horticulture more broadly.
