Social Labour Supply

Brand Identity


Social Labour Supply


brand identity, graphic design

Social Labour Supply (SLS) is a labour hire company, working primarily in the construction industry, with a strong vision to support a better future for Māori and Pasifika people in Aotearoa. They offer a unique Manaaki Tangata service to fully support their people, as well as an education department, focusing on workplace training and school engagement. SLS approached RUN to rebrand their growing business, to put them on an even playing field with other major players in the industry. The new visual identity design had to appeal to their kaupapa and primary Māori and Pasifika audience, but also to other stakeholders from a wider perspective. The logo design is inspired by Māori tukutuku, raranga and whakairo patterns. The symbol forms an abstract ‘SLS’, pointing outward and upward, reflecting the work Social Labour Supply does to lift and empower people and change their lives for the better. This symbol works effortlessly in harmony with the modern typeface. While inspired by Māori patterns, this design also eludes to Pasifika patterns used throughout tapa cloth/ngatu/siapo/hiapo and masi etc. The design system was then rolled out and used as a decorative brand element right across all brand collateral - print and digital.

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Raymond McKay
Chief Creative Officer
+64 211 750 941
Laura Cibilich
Design Director
+64 211 100 737