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The Project

Waitaha Primary Health provides and supports health services in Canterbury’s rural and urban communities. As they grew, and the landscape changed, they needed to revitalise their brand, broadening the appeal to urban consumers whilst also safeguarding their long term relationship with the rural sector.

Then rolling out the revitalised brand across all assets, and creating guidelines for people to use that brand. With an organisation of this size, it was key that we provided them with a set of brand guidelines, allowing for consistency throughout communications.

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The Process

This was a branding project that began with crafting a new logo form, before rolling this out across all assets and creating a comprehensive set of guidelines. 

The logo was designed around a few key elements, representative of their values, and combined to create an easily identifiable icon to be used across a variety of assets. 

The leaf was used to represent growing good health, in combination with circular shapes suggesting longevity, vitality and well being. Being a primary health care provider, it was important to the client that the logo had a human element, describing its core community of doctors, patients and families. The Koru shape, quintessentially New Zealand, represents new life, beginnings and growth – the very essence of health in our communities, both urban and rural.

As a health care provider it was important to link the visual identity of the organisation to the very people it services, supports and cares for in both residential rural and urban communities. We used a bright energetic red in combination with a refined subdued colour pallete to express an open, honest and vibrant feel immersed in a conservative and familiar background.

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The Results

As the Canterbury Primary Health Organisation with the longest history and greatest knowledge of rural primary health care and the needs of rural communities it was vital that we celebrated the significant equity already in the brand and refreshed it with sensitivity and care.

 

This involved establishing brand guidelines, designing the website, business cards, letterhead, appointment cards, social media assets, mailer, signage and interior graphics.

 

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