Overview
Belong Aotearoa (formerly ARMS – Auckland Regional Migrant Services Charitable Trust) supports newcomer communities across New Zealand, helping people from all backgrounds settle, connect and feel genuinely at home. As the organisation’s vision grew beyond its Auckland roots, its original identity no longer reflected who it had become. The new brand needed to carry that broader, national purpose while staying warm, welcoming and true to the communities it serves.

My approach
The rebrand centred on making the organisation’s mission visible: an inclusive, connected Aotearoa where newcomers can contribute to and share in collective wellbeing. From the logo through to the full brand kit, the visual system was built on warmth, openness and clarity, so every touchpoint feels inviting to the many cultures it reaches.