RLOD is Aotearoa’s first free, single-source, open-access database that provides crowdsourced information on all leadership opportunities available to young people under 35. Launched in 2022, the client had an ambitious, national-scale vision but felt the brand was stagnating. They were also concerned that the brand was not conveying the reciprocal community principle of the database.

Our design solution repositioned the RLOD brand from database tool to people by focusing on their core idea of weaving a regenerative community. The visual identity is based on a harakeke leaf motif. A traditional material used for raranga (weaving), harakeke is a tall, strong plant which grows plentifully in backyards and grand coastlines alike.

Transforming the harakeke motif in diverse ways creates a ‘kit of weaving’ which is applied across posters for schools, social media, presentations, and public resources. The verbal language was also adjusted to shift agency to the user and make the two-way relationship clear.

Warm, vibrant colours lift the database out of corporate territory, and pair with fresh, natural imagery to inject a youthful energy into the brand.