Te Manu Toroa is a pillar of community health and wellbeing in Tauranga, Pāpāmoa, and Te Puke. As the largest kaupapa Māori provider in the NMO Network, they deliver a comprehensive range of health and social services, from GP care to mental health support, Whānau Ora, and beyond.
However, distrust of traditional healthcare systems
made it difficult to engage with those most in need. Compounding this was increasing competition from other kaupapa Māori organisations and a lack of recognition among schools and the wider community. Te Manu Toroa recognised the need for a brand that would connect with their audience, instil trust, and empower their team to tell their story.
A clear evolution
While their services are robust, their brand was showing its age. The original logo, crafted 25 years ago, carried a powerful story gifted by the organisation’s founders – however it lacked functionality and failed to communicate the modern breadth of services they offer. The goal was not to overhaul the brand but to refine and evolve it, creating an accessible and flexible identity that balanced modernisation with respect for Te Manu Toroa’s history and culture.
Subtle logo refinement
We refined the original logo icon to give greater definition to the wing and body of the albatross. This subtle adjustment ensures the tohu stands out and is more recognisable across all applications, while retaining the integrity and cultural significance of the original design. This nuanced update reflects the organisation’s growth without losing its essence or the trust of its community.
Dynamic design system
The curves of the Kōwhaiwhai patterns within the logo informed a new visual system. These organic shapes, representing the ocean and land protected by the Toroa (albatross), provide dynamic layouts that communicate Te Manu Toroa’s connection to place.
A warmer colour palette
The refined colour palette retains the recognisable red while softening its tone to evoke warmth and tradition. Supporting colours – green, blue, and gold – were added to represent the whenua, moana, and cultural richness of the rohe.
Authentic photography
To reflect Te Manu Toroa’s kaupapa, we developed a photography style rooted in authenticity. Documentary-style, pose-free images capture natural, unguarded moments, while birds-eye-view landscape shots convey navigation and connection to the whenua. This approach helps tell their story visually, emphasising trust and community.
Accessible messaging
We simplified service names and crafted a unified brand story centred around the concept of ‘navigating wellness together’. The tone of voice was reworked to be clear, approachable, and empowering, focusing on the idea of Whānau Ora and giving people the opportunity to dream of a healthier future.
A winning formula
Not all brand refreshes need to be revolutionary. For Te Manu Toroa, success meant evolution – subtle refinements that honoured their past while equipping them for the future.
