For over 40 years, the organisation had been providing support, but in the face of rising stroke rates, this was no longer enough. Stroke Aotearoa NZ needed to be seen as an advocate and leader, pushing for change at every level - within communities, across the health sector, and through government policy.
The challenge was twofold: to create a brand with the mana to drive national recognition while staying deeply connected to the people it serves. So to ensure the new identity was built on real insight, we engaged extensively with staff, stroke survivors, their whānau, and healthcare professionals, listening to their stories and aspirations for the future. Their voices became the foundation of the new brand, shaping a narrative that is both compelling and deeply human.
A key insight emerged: stroke is not just a medical event, it is a life-altering moment with widespread ripple effects. Survivors and their whānau spoke about the importance of hope, not just in recovery but in the collective effort to prevent stroke and reduce its impact. The brand needed to reflect this sense of urgency and optimism.
At the heart of the renewed brand is the idea of Te Ahi Tūmanako – The Flame of Hope. This powerful tohu represents the fire within stroke survivors, their whānau, and the people working tirelessly to improve stroke prevention and care. The flame takes the shape of an ‘S’ for Stroke, incorporating koru elements to reflect growth, resilience, and recovery. It is a visual anchor for the brand, embodying both urgency and optimism.
The new identity embraces warmth and energy. A deep crimson, vibrant gold, and rich orange create a palette that feels both human and impactful. The tone of voice is clear and direct, ensuring Stroke Aotearoa NZ can advocate with strength while speaking with compassion. Every element reinforces the organisation’s role as a driving force in stroke prevention and survivor support, turning awareness into action.
"The new identity captures the heart of our mission—it gives us a powerful and visible presence, while staying true to the people and communities we serve. Te Ahi Tūmanako reminds us why we do this mahi—to ensure hope burns bright for stroke survivors, their whānau, and all of Aotearoa." — Stroke Aotearoa NZ
With a new name, a compelling story, and a visual identity that commands attention, Stroke Aotearoa NZ is now equipped to take on the challenges ahead.
The new brand has already helped increase visibility, making it easier for people to connect with and support their mission. By anchoring their story in Te Ahi Tūmanako, the organisation now has a powerful way to bring people together, whether they are survivors, whānau, medical professionals, or policymakers. A refreshed tone of voice has strengthened Stroke Aotearoa NZ’s ability to advocate, ensuring they can influence policy and funding decisions while providing a sense of reassurance and hope to those affected by stroke.
Most importantly, this is a brand that people can see themselves in. Built from the voices of those it serves, it reflects the resilience, hope, and determination of stroke survivors and their communities. Stroke Aotearoa NZ now stands with more clarity and conviction than ever before, prepared to galvinise our nation’s collective effort against stroke.
