Te Aho has been a trusted suicide prevention (and postvention) partner in Aotearoa for over 20 years, providing vital services to workplaces, communities, iwi, hapū and whānau. Our work with Te Aho was grounded on strengthening their brand presence, visibility, and reputation across New Zealand; with the overarching goal of enhancing Te Aho’s impact on preventing and addressing suicide across Aotearoa.
When Te Aho first approached Fuman, they were named CASA (Clinical Advisory Services Aotearoa). The business services and offering had evolved over the years and the brand no longer accurately reflected their work or kaupapa. Our task was to help Te Aho develop a new visual identity and design system that would better tell their story and engage new audiences.
The new name, Te Aho, translates to ‘the thread or strand of the weave’, symbolising the interconnection of mātauranga Māori, whakapapa, and understanding. It speaks to the organisation’s integrated approach to suicide prevention and postvention, drawing equally from tangata whenua knowledge, clinical expertise, and lived experience. These three strands are woven together to form a holistic support service.
From a design perspective, we developed a new logo and visual identity rooted in the concept of weaving. Symbolic ‘threads’ were crafted into bespoke brand patterns, providing a strong and versatile design system that communicates Te Aho’s unique knowledge base and their values of care and unity.
Given the sensitive nature of Te Aho’s mahi, the brand needed to embody Kotahitanga (unity) while radiating light, hope, and energy. Working in partnership with Te Aho’s Te Poari (Māori Board), we co-designed a colour palette, brand photography, and illustration style that intentionally steered away from sombre or melancholic tones; aiming to create a safe, trustworthy, and uplifting space for all who engage with the brand.
Te Aho’s audiences span two key groups: Workplaces and Communities. Each requires tailored communication and support. The brand system was designed with this in mind; flexible enough to dial up or down based on context. In government and corporate settings, the identity takes on a more restrained and formal expression. In community and social environments, it becomes vibrant, bold, and more expressive, meeting people where they are.
Few brands successfully navigate and represent true cultural integration, acknowledging the values of Tangata Whenua and the importance of Te Tiriti for all peoples of Aotearoa, while holding space for complex and emotional subject matter. Our hope is that Te Aho stands among the progressive, bicultural brands of Aotearoa who lead by example, with integrity, empathy, and humility.
