Startup Aotearoa

The Challenge
Startup Aotearoa is one of four sub-brands within Ministry of Awesome, an organisation committed to transforming bold visions into thriving global businesses. Operating in a fast-moving environment with diverse audiences and stakeholders, I was tasked with helping the brand communicate clearly, consistently, and confidently. My role was to apply strategic design thinking to simplify complexity and translate it into bold, engaging design that supports founders to connect, grow, and thrive.

Brand Refresh
While the existing Startup Aotearoa brand provided a foundation, it lacked the vibrancy and creative energy that early-stage founders bring to the programme. My objective was to evolve the visual identity without abandoning its recognisable core assets. I developed a new set of brand elements, reduced reliance on generic stock imagery and helped to better express the dynamism of the startup community.

This process included:

• Conducting design reviews and user-led thinking to define a refined, future-focused interpretation of the brand
• Creating scalable visual assets adaptable across digital and physical mediums
• Establishing rollout guidance for consistent implementation across marketing and communications touchpoints

Digital Presence & Web Design
To align the organisation’s website and digital presence with the refreshed brand direction, I redesigned key user flows, content layouts, and page structures within WordPress. The focus was on clearer communication, simplified pathways for user engagement, and improving information hierarchy. This resulted in a more intuitive and cohesive online experience that reflected the programme’s expertise and credibility.

Social Media Campaigns & Content Strategy
I delivered a coordinated suite of social content that brought the refreshed brand to life, and highlighted founder stories, programme milestones, and regional activity. This work helped drive increased visibility and emotional connection with new and existing audiences while maintaining strong brand consistency across platforms.

Regional Engagement & Stakeholder Alignment
Startup Aotearoa has a nationwide footprint, supported by regional coaches and partners. I developed communication systems and toolkit materials that enabled regional stakeholders to deliver the brand and message confidently in their own contexts.

View the Startup Aotearoa live site here ->