Vaka Mauri Collective

BRAND STRATEGY, IDENTITY & CREATIVE DIRECTION

When The Kids Research Institute Australia, with support from Australian Aid, approached us to create the brand for Vaka Mauri Collective, the brief called for an identity that could hold both the credibility of a regional health initiative and the humanity of the communities at its centre.

Vaka Mauri Collective is a Pacific hub for rheumatic heart disease knowledge, lived experience and action. It brings together Pacific voices, families, communities, health workers, researchers and partners around a shared goal of stronger hearts. We developed a brand identity that moves away from conventional clinical health cues, instead centring care, cultural safety, connection and practical hope.

At the heart of the identity is a woven symbol formed from six individual strands, each representing one of the Collective’s guiding values. The mark brings together vaka as a vessel that holds, carries and guides people and knowledge forward, mauri as life force and heart vitality, and the Collective as many voices, stories and forms of knowledge woven into one shared purpose.

An earthy Pacific-inspired palette, warm rounded typography, handwritten accents, custom iconography and people-centred imagery extend this thinking across the wider identity. The brand system was applied across launch and event materials, presentations, social media, stationery and merchandise, alongside a public-facing campaign concept focused on communicating RHD with dignity, optimism and hope for the futures made possible through consistent care and support.