The team first approached Spruik in 2023 with a brand positioning brief. As an established organisation, Action Ed had evolved over time to deliver a wide variety of programmes to multiple audiences. As a result, the organisation, and its community, had grown. Their identity and messaging were no longer aligned with the trajectory of the organisation – they needed to rebrand.
We started the process with a Discovery workshop which established that Action Ed had a strong sense of who they were – we just needed to communicate and visualise it.
Once brand positioning and audiences were developed, we identified the need to partner with Māori cultural advisors, Maurea, to authentically translate their values and tagline. Carefully crafting a shared vocabulary and signature phrases designed to be motivational, potent and memorable.
Action Ed have a saying, “The point is the poetry. And when we say poetry, we mean the people.”
With cultural and community at its core, Action Ed deserved a visual identity, rooted in meaning and symbolism.
We developed ‘The Loop’. A logo containing a symbol to reflect the essence of their community, fostering a safe space where every voice is heard, respected and uplifted. Where individual talents are nurtured, and the legacies of past generations are honoured. This wordmark stands tall as a symbol of strength for current and future generations.
Colour psychology played an important role to balance implemented creative processes, with the impact and amplified emotional outcomes of their work. Colours were carefully selected to stimulate imagination, enthusiasm and warmth. While gradients provide a visual link to their uplifting flow of energy.
Working together, we pinpointed the anchors of the culture, values and behaviours to emerge with a vision and identity that looks to create true advocates both inside and outside the organisation.
Action Ed is now poised to navigate one of the most challenging funding climates ever experienced. If you would like to support their work you can do so here: actioned.co.nz/support
