Ministry of Social Development & Mycare

Te Heke Mai

Overview
Client

Ministry of Social Development & Mycare

Channels

Visual Identity, Graphic Design, Static App Design

Te Heke Mai is a joint initiative between MSD and Mycare that aims to help workers stay in sustainable employment once they find work, and to help employers reduce staff attrition and turnover. RUN was tasked with creating the visual identity and static platform design. The brief specified the design needed to be clean and contemporary, while having a connection to Māori and (to a lesser extent) Pacific Island cultural cues. The literal English translation for Te Heke Mai is ‘the future together’, this formed the basis for our design. The whakataukī - Mā whero, mā pango ka oti ai te mahi (with red and black the work will be complete) also features strongly in the brand story. This refers to working together, collaboratively. The Southern Cross constellation means a great deal to Māori, Europeans and the people of the Pacific. A guiding light for navigation and window into the future for centuries. Using the Southern Cross as inspiration the logo design incorporates it in a modern way, also being inspired by traditional Māori and Pacific patterns. The star formation gives the identity an aspirational outlook, something for users to strive for, metaphorically reaching for the stars. Brand assets inspired by Māori tukutuku panels were used in abstract pattern forms throughout the platform to add interest and subtle familiarity. Because of the audience using the platform, care and consideration was needed to keep in mind literacy challenges and legibility. Te Heke Mai was launched in February 2019 by the Honourable Carmel Sepuloni.

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