Stand-Up Taranaki

The background.

A movement around mental health, connection, and open conversations. 

Stand-Up Taranaki is a movement that is more than one night of hearing from people about their mental health journey. It’s a platform being used to change the conversations around mental health by bringing people together through powerful stories, honest and open conversations, and a shared commitment to supporting youth in our community and all over Aotearoa. 

The challenge.

Create a visual identity that could carry that message with confidence, while still feeling human and approachable. It needed to communicate the significance of building resilience together, but also needed to come across as something people wanted to be part of. 

The approach.

Position Stand-Up Taranaki as a movement within the community, that was also seen nationwide. The brand identity was developed around the idea of standing-up for mental health, for leadership on mental health conversations, for people experiencing mental health in our communitities and standing-up for one another. This brand identity allowed us to build a design that had a strong central idea that would extend well beyond Stand-Up Taranaki. The visual identity was a balance of boldness and humanity, creating a sense of momentum and optimisim while also leaving space for the real stories and conversations which was the heart and soul of this event. Rather than leading with the message of vulnerability, the design focused on strength, connection and empowerment. A strong identity that could stand out, be remembered, and remain closely connected to its purpose. Designed to work across multiple brand touchpoints, each element reinforced the same central message to build awareness and recognition before, during and after the event to create a movement.

The impact.

A design partnership to bring communities and people together that affects more than one person. Stand-Up Taranaki was more than creating an unforgettable evening of inspiration, connection and belongingness to make meaningful change. It supported the I Am Hope Foundation, with 100% of funds raised going towards free mental health support for youth in Aotearoa. It gave that kaupapa a visible, recognisble voice, turning an event into a call to support one another to speak up and stand up.