The transition from the New Zealand AIDS Foundation to Burnett Foundation Aotearoa was one of the organisation’s most significant changes in over three decades. More than a name change, the project represented a shift in how the organisation positioned itself while preserving the trust, history and recognition built within communities across Aotearoa.

Working as the organisation’s in-house designer, I partnered closely with Special Group throughout the rebrand process. My role was to represent the organisation’s vision, guide the creative direction and ensure the evolving identity reflected both the strategic goals of the rebrand and the communities it served.

As the project developed, our internal team became heavily involved in shaping the outcome. Through ongoing collaboration, detailed creative feedback and close stakeholder engagement, I helped refine the direction and contributed to decisions across the visual identity and rollout. Following the launch, I led the implementation of the new brand across campaigns, print, digital and organisational communications, ensuring a consistent transition into the new identity.