This was a branding project that began with crafting a new logo form, and the compilation of a full set of brand guidelines. Within the logo elements the leaf graphic is representative of 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 device referenced a ‘human’ element describing its core community of doctors, patients and families. The Koru shape, so characteristically New Zealand, represents new life / beginnings and growth – the very essence of health in our communities, both urban and rural.

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.

As a health care provider it was important to link the visual idenity 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.