Arataki School is a local primary school with a deep-rooted connection to its community. Despite its strong values and passionate educators, the school’s outdated branding failed to reflect its energy, inclusivity, and child-focused culture.
With a new principal at the helm, Arataki needed a fresh brand identity that captured its true essence — one that was fun, vibrant, and engaging for both students and the wider community. The goal was to create a brand that kids would love and feel proud to be part of.
The idea, 'Growing Hearts and Minds', became the foundation for a visual identity that celebrated learning, inclusivity, and community spirit. We created a bright, welcoming logo featuring a friendly, rounded ‘A’ that symbolises excellence, achievement, and the school’s name. The colourful characters named 'Little Leaders' are the independent narrators to the brand story, peers that are able to communicate with the students to promote social and learning standards. Students even helped design their own, creating a strong emotional connection. Honouring Arataki School's Māori roots, we also introduced a contemporary Koru and pattern.
The new brand was embraced wholeheartedly by students, staff, and the community. It successfully revitalised the school’s identity, fostering a renewed sense of pride and ambition. Students now wear their uniforms with confidence, and the Little Leaders have become an integral part of the school’s learning culture.
