Te Puni Kokiri (The Ministry of Maori Development) 

BRR's particular interest in national identity has seen it undertake a number of sensitive cultural projects. This bi-cultural branding initiative, 'Advancing Maori Potential' demanded significant cultural integrity to 'walk in two worlds'.

Following considerable research and consultation with respected moko artist Gordon Toi, four non-iwi-specific Maori patterns were developed within BRR to mirror the organisation's particular aspirations. These were part of a comprehensive brand guidelines document outlining required imagery and customised templates to cover all likely usages of collateral.

Close-up photographs of plants important to Maori were commissioned for use in conjunction with Maori sayings, cost-effectively adding interest to publications. From this original work, designs were developed for other promotional use by Te Puni Kokiri. Minor changes were made to the organisation's logo to enhance its clarity, particularly for use in electronic media.

Time and effective stewardship will be the true test of consistency for this project. Initial feedback from the many internal groups exposed to BRR's brand guidelines and visual material is extremely positive. This internal buy-in is an important first step to more consistent presentation in future. The positive visual depiction of Te Puni Kokiri adds to the strong sense of pride most staff feel in their organisation.

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