Brand
Hāpai Public
IPANZ is New Zealand’s independent national body for public sector professionals. To increase engagement with their 50,000-member base they needed a new name and a refreshed brand identity that was more reflective of their membership base.
Branding & Visual Identity
Brand Essence & Strategy
To successfully shape the brand identity, we needed to hear more from the organisation’s members. To kick us off we ran a series of research evenings with public professionals who told us they had a deep passion for the work they do and a desire to see the brand be more welcoming, diverse and modern. Under a Te Ao Māori-led guidance we developed a bilingual name, ‘Hāpai Public.’ The new name weaves together Te Reo and English. In Māori, ‘Hāpai’ means to support, shoulder or lift while ‘Public’ is a nod to the organisation’s members and their sector.
You’ll see that the new brand puts members at the centre. We used event and portrait photography to give the brand a humanistic feeling and reflect the increasing diversity of the public sector. We also chose a vibrant colour palette that conveyed energy, optimism and freshness. Pattern design incorporates the weaving of harakeke, symbolising strength and unity. The Hāpai Public logo represents the uplifting of ideas and the coming together of people from all walks of life. The new look is fresh, welcoming and authentic – just what their members were looking for.
NEXT PROJECT
NZ Locums - New Life, New Adventure, New Zealand
NZ Locums
In early 2025, we continued our partnership with Hauora Taiwhenua, New Zealand’s Rural Health Network, recruiting doctors to live and work in New Zealand. We continued to leverage the original campaign line of ‘New Life, New Adventure, New Zealand’ to build consistency and brand recognition on our second campaign. Our new challenge: finding a fresh new way to entice overseas doctors to our shores.