Newly-merged Lifeline uses Rebrand to Signal Change
Lifeline New Zealand rebrands to Lifeline Aotearoa, merging eight local Centres with new image and logo.
Lifeline, best known throughout New Zealand for its 24/7 crisis helpline and suicide prevention training, is completing
a period of change by launching a new brand image and logo today.
Over the last eighteen months Lifeline has been working to merge its eight, independent regional centres as a single
incorporated society, allowing the organisation to focus more effectively on answering the ever-growing number of calls
to its free helpline service.
“We are really excited to be launching a fresh, modern and innovative brand image that, we feel, represents us as an
organisation and will take us forward over the coming decade, while recognising and acknowledging Lifeline’s 50 year
history in New Zealand,” says Jo Denvir, Chief Executive of Lifeline.
The rebrand also marks a change of name for Lifeline New Zealand, which will now be known as Lifeline Aotearoa. “The
change of our name to Lifeline Aotearoa represents our ongoing commitment to multiculturalism, recognising our growing
relationship with Maori and the pride we have as an organisation to be part of such a diverse community” says Ms Denvir.
Lifeline was delighted when branding and advertising agency REPUBLIK agreed to support the organisation by developing
their new brand image pro-bono.
“We, like many other New Zealanders, were aware of Lifeline so the opportunity to work with them to develop a brand that
represented their journey, the diverse communities they work with and the many ways they contribute to our society was
something we were delighted to support,” says Agency Director, Paul McNamara.
“Our creative team spent a lot of time considering Lifeline’s brief. While the image, at first glance, represents the
‘L’ of Lifeline, the 3 circles that join to form the ‘L’ represent the many groups within the organisation, and the
communities they work with. The ‘L’ shape reaches out to the single circle to welcome it and we can see that the lone
circle fits well into the corner of the ‘L’ shape, emphasising that individuality can be retained while being embraced
by the whole.“
Says Ms Denvir, “For us, we also liked that the circles represented the different Lifeline Centres, which have come
together to form a stronger, more effective organisation focused on our callers and service users. We view it as a very
powerful and representative image.”
The new image will be phased in over the coming months around Lifeline’s eight centres.
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