Capital E’s brand was refreshed with its gifted te reo name, Nōku te Ao (the world is mine, yours, and ours), marking a new chapter as the organisation moved into the dynamic space of Te Matapihi, Wellington’s new city library. This transition brought increased foot traffic, visibility, and opportunities to extend the brand’s reach and impact.

The project sought to strengthen the connection between Capital E’s focus on creativity and its role in developing core life skills, such as resilience and future-ready capabilities. The brand needed to align with Wellington City Council’s vision for Smart Capital 2040, speak meaningfully to Tamariki and Rangatahi, engage teachers and caregivers, and enable strategic partnerships across creative, academic, government, and commercial sectors.

We reviewed all existing and planned Capital E materials and ran workshops to define brand attributes, audiences, and the competitive landscape. A strong focus on Te Ao Māori was a critical part of our approach. This informed a strategic framework covering purpose, vision, mission, and brand promise, alongside guiding design principles.

Drawing on Capital E’s heritage, the brand embraces whai, string games historically used for cognitive development, as a metaphor for pathways, connections, and the creative process. The new design system is dynamic, engaging, and inclusive, inspiring young people of all ages. Flexible and adaptable, it can evolve to maintain relevance, with a logo in vibrant colour combinations, a rounded, welcoming typeface, and a looping line device suggesting endless possibilities. The visual identity is anchored by the brand essence Play with Purpose, bringing energy, curiosity, and creativity to life.