Taratahi is New Zealand's largest agricultural training provider and has been training students for a future in farming since 1919. We were tasked with refreshing the Taratahi brand to re-connect with staff and engage the next generation of students. The challenge was to modernise the brand while honouring their rich farming heritage.
We consulted with students, staff, stakeholders and career advisors to understand the challenges and identify opportunities. We then developed a brand strategy that would elevate Taratahi as an education provider operating at the highest level. This included defining their vision, values and positioning and we renamed Taratahi as the Institute of Agriculture.
The new branding brings out the meaning of the name Taratahi which means ‘one peak’. We developed a positioning line ‘one peak, many pathways’ that instantly conveys the aspirations of the student. The branding was brought to life with a striking peak logo, pattern, natural colours, custom designed typefaces and key messages.
We developed a brand launch kit for staff comprising induction brochure, t-shirts and pens. These were revealed with a brand launch video and presentation that celebrated the rich history of Taratahi while looking to the future. We received extremely positive feedback from staff who have fully embraced the values at the heart of Taratahi.
We are currently developing communications across various touch points ranging from campus signage and fleet graphics to staff uniforms, student guides, prospectus and digital campaigns to engage with students directly and persuasively.