Moxie

Age Concern New Zealand (ACNZ) has grown and changed since its last rebrand in 1998, and the demand for its services has increased significantly. Today, older kiwis have different expectations, wants, and needs from 20 years ago. ACNZ did not feel that its brand portrayed the organisation’s dynamism or its audiences’ expectations, and they decided it was time for a rebrand.

Given the brand equity and recognition built over decades, there was no desire to change the name. The requirement was to create an updated brand position, story, messaging, and visual identity underpinning the organisation’s trusted place at the centre of our communities.

The team at ACNZ had undertaken extensive consumer and stakeholder research into how their brand is perceived in Aotearoa NZ, which we could draw on in building a profile of the organisation and the shift it wished to make. We augmented this with workshops and focus groups involving a broad cross-section of stakeholders, board members and staff. These insights enabled us to identify the core brand perception that the new identity needed to portray. The directive was revolution, not evolution!

The visual identity needed to be bold, memorable, relatable and underpin ACNZ’s leadership role in supporting older adults and their whānau across our diverse population. The huia feather is a sacred treasure for Māori and symbolises leadership and mana. Huia feathers were given as tokens of friendship and respect and traded for other valued items such as greenstone and sharks’ teeth. The tail feathers were particularly revered.

Our bold and contemporary design uses individual Huia feathers to represent the mana of our elders and the leadership role Age Concern takes. At the same time, the circle of three portrays the concept of community, diversity, and friendship. Furthermore, the colour palette was chosen for its vibrancy and positivity.

Age Concern New Zealand - He Manaakitanga Kaumātua Aotearoa

An age of change