ACC & Ministry of Health

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Lui Ola Pacific Island Brand: Strategy, Design & Development

Digital Station was approached to work with research teams and the governing boards to establish a unique brand that appealed to Pacific Island families and communities. After a numerous consultations and research we established a brand that embodied the following values:

The essence of Lu’i Ola is ‘challenge to live’.The logo graphic Digital Station created incorporates the beautiful flower shape of the frangipani, which is a prominent decorative element in most Polynesian cultures.

The petals of the flower have been stylized and crafted to symbolise disabled Pacific people, aiga, families and the community working together, and supporting an attitude change to: disability is a normal part of our community and that disabled people contribute to their family and communities. The heart of the flower represents the change in attitude, with disabled Pacific people, their families and communities all influencing and contributing to this change.

The border pattern is a repeat pattern of the ‘petals’. This border can be utilised at the base of the vertical format and vertically on the right hand end of the horizontal format. The typography look and feel is classic in shape, but has a sense of elegance and flow. The colour palette is simple and earthy. It consists of a dark red ochre background with reverse white and pale yellow detail.

The brand was well received and on target with the communities. Lui Ola brand continues to be an iconic symbol of Pacific Island disability services.