Tainui Group Holdings has today launched a new brand identity.
The brand was launched by chair Hinerangi Raumati-Tu’ua at the Tārangawaewae Marae poukai at Ngāruawāhia and follows an extensive consultation and design process.
Mrs Raumati-Tu’ua said the new brand establishes an identity that is aligned to Waikato-Tainui and reflects the more recent growth and direction of the company.
“This new brand is grounded in the significance of the hoe (paddle) to Waikato-Tainui. Hoe steered the great Tainui waka on its journey to Aotearoa. It is symbolic of the courage of our tūpuna in forging a new future, and it signifies the close affinity of our iwi to the Waikato River and our identity as river people,” said Mrs Raumati-Tu’ua.
“It is also an acknowledgment of pre and post-colonial tūpuna who galvanised the local economy through their entrepreneurship, growing and harvesting goods which they transported to market via their highway – the Waikato River,” she said.
TGH chief executive Chris Joblin said the brand review was undertaken at a time of significant change and growth for TGH including the delivery of game changing projects for the iwi and the region at the Ruakura Superhub, across the Kirikiriroa CBD and in the future along the Hamilton to Auckland corridor.
“TGH has been on a journey over the past five years to transform the way we work and ensure our internal culture is strongly aligned to Waikato-Tainui and our remit as the commercial arm of the iwi,” said Mr Joblin. “It also reflects the strong growth that TGH is experiencing and the economic wealth we are creating for the iwi today and for generations to come.”
Development of the brand included a comprehensive process to ensure the new identity was led by tribal perspectives, tikanga, histories and cultural considerations alongside business objectives and needs. The process included the establishment of Kupu Toi, an advisory group of tribal leaders to provide advice and guidance at all stages of the review, as well as kanohi ki te kanohi (face-to-face) interviews with tribal leaders, kaumātua, rangatahi, business partners and kaimahi (employees).
The new brand will be rolled out over coming weeks.