Insight 

A national engagement process with one-on-one interviews of stakeholders, site visits, several workshops with urban and rural staff, and consumer qualitative public research revealed consistent themes.

The name Fire and Emergency New Zealand, Whakaratonga Iwi, was chosen, not the acronym.

The new identity would be an evolution not a complete change. It needed to retain the integrity and heritage of a trusted and proud brand, yet signal a dynamic, modern and united organisation. 

Strategy

New Zealand’s unified fire organisation would bring together our country’s urban and rural fire services for the first time and the visual identity needed to reflect this.

A trusted brand, it didn’t need to be reinvented, but did need to be modernised and inclusive, to gain the support of the combined staff.

It would remain an emblem to build on the trust of New Zealanders and communicate a modern, fit for purpose, flexible, adaptable and efficient fire and emergency organisation. 

Creative and result 

Worked as the client and design liaison. The new emblem retained the gold servimus star, helmet and axe, but was crossed with the rural fire-fighters Pulaski tool.

This uniting symbol was set inside silver ferns, out of an authoritative deep blue band. A dynamic red and yellow Battenberg pattern, combined urban (red) and rural (yellow) and reflected international colours for fire and emergency. This pattern is now on response vehicles, station livery, communication collateral, uniforms and the website.

Despite early scepticism the final result was well received when launched at the national conference of 200 people.