Creating a home for arts and culture

Te Whaea – brand identity

The goal // Position Te Whaea as NZ’s performing arts and cultural education hub.
The solution // A vibrant identity that brings Te Whaea’s vision to life.

Te Whaea Image v2

Creating a sense of place

Te Whaea is our National Dance and Drama Centre. For the last 20 years it has been the proud home of Toi Whakaari: New Zealand Drama School and the New Zealand School of Dance. Te Whaea has supported the two schools and hundreds of community groups during its lifetime, yet few people realised its role in the wider community or were aware of its location.

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Stepping forward

The new visual identity represents the vibrancy and mana of Te Whaea, the inspiring enabler and strategic partner to Wellington’s performing arts and cultural education hub. The identity is born out of a simple weaving pattern, representing Te Whaea as the mother of arts and culture. In alignment with their vision the treatment is very contemporary and dynamic, championing Wellington’s vibrant performing arts community. The vivid colour palette visually represents the diverse people and groups who benefit from the space and call Te Whaea their home.

Toi Whaakari photos thanks to Philip Merry. New Zealand School of Dance photos thanks to Stephen A'Court.

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