Tuaranga Primary Care Network 

The health reforms of the early 1990s required health professionals to get organised in their regions so that the relevant Regional Health Authority could interact with them.

The Tauranga Primary Care network was formed with doctors, nurses independent midwives, dietitians and counsellors.

CREATIONZ was invited to offer services to develop 'a logo, a name and a motto'.

The client was keen to shift perceptions of the sector 'from provider-focused services to consumer-focused services'.

Members were to be seen as caring, approachable and part of their community. Stakeholders were identified and their needs/wants analysed. A need for Maori to feel included was recognised.

The collective brand was to be used in a way that supported, but did not upstage each practice identity.

A preliminary brief led to a questionnaire that was used to interview health practitioners and patients. A summary of frontline research findings informed a revised brief and a checklist of performance criteria and personality criteria.

The verbal identity that scored best on both checklists was PrimeHealth network.

A Maori equivalent, HonoOra Tangata, was devised in consultation with the Maori Language Commission and the tangata whenua. The motto - Providing Quality Care - clarified the commitment to TQM and customer care.

The visual identity celebrates the life force, the cycle of life from birth to death, the integration of service providers with the community and the variety within both groups.

The designer, Michael Smythe, acknowledges Gordon Walters who developed the unique visual language that inspired the design. Walters himself was most complementary.

The verbal and visual identity gave the new organisation a clear sense of its existence as an entity and communicated that to relevant authorities and the community.

Although the organisation has been through a number of changes the logo has been retained.

Also, though this project was really no more that a corporate identity design, it has been included under brand strategy because the methodology used was capable of reinforcing a corporate culture essential to the effectiveness of the organisation.

This happened under the guidance of the client's leadership, but did not actively involve the design consultant due to budgetary limitations.

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