News > Rebranding signals development of Tui Ora

Rebranding signals development of Tui Ora

Last Updated: December 2019

Tui Ora has launched a rebranding project to reflect its evolution as an organisation.

Chief Executive Hayden Wano says the Taranaki organisation, established 21 years ago in 1998, has changed over the past two decades.

While the provision of health and social services remains essential core ‘business’ under a whānau ora model, Tui Ora is also diversifying.

“To become more sustainable and better able to support Taranaki whānau and communities we need to develop our economical resiliency.

“Working through a rebrand will represent our changing kaupapa which is not just about hauora but about wellbeing in all its aspects, as well as about our ability to be a backbone organisation able to deliver a range of services.”

He said years working in the health sector has helped Tui Ora build capability in areas such as community development, finance, ICT, HR, data analysis and cultural competency.

The current tohu or logo was gifted to Tui Ora by kaumātua Te Ru Wharehoka and is acknowledged as part of its genesis. 

“It has different parts to it which carry great significance and represent an important story and journey for us. There is richness in the korero as well as respect for it.”

A new logo is a next step in the journey to accurately reflect where the organisation is now and its ongoing development. While internally Tui Ora has evolved, externally the landscape is also changing in areas such as the Māori economy, ownership of whenua, recognition and use of Te Reo Māori and greater need for diversity and self-determination in a range of sectors.

“This process is part of reflecting where we have come from and where we are headed. It will be a journey for all of us and a positive opportunity in terms of reflecting what we stand for now."

“Our existing tohu laid the foundations for this new, different stage.”

For more information contact Sarah Foy, Senior Communications Advisor, 027 351 6803

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