Founded in 1958, Tauranga Girls’ College faced the challenge of balancing tradition and legacy with a brand that lives in the modern world. Our goal was to redefine the college’s identity, setting it apart from its shared history with Tauranga Boys’ College and highlighting its unique character as a forward-thinking institution, while still valuing its traditional roots.
Listening to the community
Rebranding Tauranga Girls’ College required a nuanced approach, with community approval key to a successful result. Our inclusive approach invited feedback from a wide range of stakeholders, engaging the community in the process and incorporating their voice within the new brand.
A place of discovery
The school was branded as a vibrant space where students are encouraged to explore and experiment. This culture of growth and open-mindedness transforms education into a journey of self-discovery. Our messaging strategy, ‘Empowering Tomorrow’s Leaders’, further emphasised the school’s commitment to nurturing students who are academically, socially, and emotionally prepared to influence the world positively.
A new symbol
The biggest branding debate centred around the divisive logo – with people holding strong opinions for and against changing it. After working through options and reflecting on the school’s values, the controversial ‘Discobolus’ logo was replaced with a new design comprising culturally-significant symbols better reflecting the school.
A vibrant identity
Tauranga Girls’ College is a vibrant, living community and so is our visual identity. A versatile design system was developed, supporting diverse applications while ensuring a unified brand experience across all platforms.
Colour palette: We revisited the colour palette in order to improve brand recognition by creating something unique to Tauranga Girls’ College. A bright, modern palette was introduced to reflect the vibrancy and curiosity of the school and its students, and the modern, digital world they live in.
Brand patterns: Disjointed and slightly corporate brand patterns and graphics were removed in favour of a coherent visual language, aligning with the school’s dynamic spirit.
Photography: Students were captured in natural, relatable scenarios to strengthen the authenticity of the brand’s visual storytelling.
Stepping into the future
By crafting a compelling narrative and visual identity that resonate with both current needs and historical values, Tauranga Girls’ College is not only differentiated from its peers but positioned as a leader in growth and discovery. This vibrant and forward-thinking brand is a significant step forward in the school’s journey towards living in the modern world.
