Due it’s British colonel origins 177 years ago, the New Zealand Police lacked a brand that was truly reflective and distinctive of a Kiwi organisation. It needed to encompass tikanga Maori (deep cultural narrative), to connect with New Zealander’s in a relevant way.

› Enhance legibility and ownership of narrative across the brand.

› Provide flexibility of the brand system throughout all communications

› Reflect the Police motto - ‘Safer Communities Together’.

› Integrate Te Reo Maori (NZ’s indigenous language) into key communications

› Creation of the brand system within a $40,000 budget.

Putting the ‘New Zealand’ back into New Zealand Police.

Every touchpoint of New Zealand Police comms represents Aotearoa - New Zealand.

We needed to use a symbol understood by all kiwis young and old to visualise this.

The koru, unique and understood by New Zealanders, is a key design feature symbolising life, unity and community. The curves of the koru form emulate throughout the brand system.

We colonised (with our own distinctive indigenous motifs) all the original colonial British design assets.

We partnered with Maori advisors to transform the traditional British chevron into a woven Maori tukutuku pattern. Tukutuku panels are created by weaving in partnership, a powerful metaphor for the Police motto; ‘Safer Communities Together’. This woven motif is central design asset, integrated across signage, brand ?collateral and digital communications.

Te reo Maori - Our national language has been applied in a bold way to the logomark, signage and key communications. This enables Police to strive toward their goal of partnering with Maori further.

Everything that the Police do is about building better relationships with the community. Existing stations across 300 sites were obscure, difficult to find and a mix of architecture styles. We created a cohesive

environmental brand system that was responsive per scale of station. Making them prominent for community engagement and visibility.

For the first time in 177 years the Police have a unified, relevant brand. Across the brand system it’s cohesive in narrative, and easy for the public to distinguish. There is now a visual communication system for Police to display their committment to Maori language and the Treaty of Waitangi (New Zealand’s founding document). This enables Police to strive toward their goal of partnering with Maori further.

Through initiatives such as the Pride, Pasifika and Pirihimana patrol cars these once isolated communities are positively engaged with Police, reflect the Police motto.

With an evolved brand-mark, it has a strengthened legibility. This future-proofs it across digital and signage applications for improved visibility and presence for the community.