For eight decades, QE Health in Rotorua has been an iconic destination for wellness. In 2023, QE Health unveiled a state-of-the-art facility along Rotorua’s scenic lakefront. We were tasked with developing a new brand to establish QE Health as a world-class health and wellness destination, before they cut the ribbon.
A Guiding Waka
QE Health’s brand represents a guiding waka through life’s turbulent waters, inspired by the Arawa tribe’s harrowing voyage through the whirlpool ‘The Throat of Te Parata’. The logo is based on the waka’s structure, with each component reliant on the others, as a symbol of the patient’s journey toward wellness and an active, fulfilling life.
Patterns and Devices
We created a distinctive hiwi device, inspired by the logo. Based on the hull of the waka, the hiwi serves as a frame for images and headlines throughout the brand. Our supporting brand pattern takes inspiration from Ngā Mātā Waka, symbolising the voyage of the Te Arawa waka from Hawaiki to Maketu.
The Colours of Nature
We chose a colour palette that draws from nature, with deep blue hues of water and the vivid rust tones of Rotorua’s geothermal lakes. These colors were chosen to harmonise with the facility's wood elements.
Signage to Navigate
Through building signage, we aimed to evoke calmness, balance, and reassurance for guests who may be in varying states of distress. Our clean, legible design enables visitors to feel at ease as they are guided throughout the facility.
Capturing the Story
Photography is crucial in conveying the QE Health brand story. Our imagery highlights the textures of nature, the geothermal landscape, and the guiding stars and turbulent waters of Te Korokoro O Te Parata.
