Read Share Grow

Campaign designed to encourage story sharing, conversation and book sharing amongst children and the South Dunedin community.

The Brief

Read Share Grow is one of four Communities of Readers projects co-designed with partners from the National Library, Ministry of Education, Dunedin City Council, (including Dunedin Public Libraries and Dunedin UNESCO City of Literature), Te Rūnanga o Ōtākou and Kāti Huirapa Rūnaka ki Puketeraki, and the Methodist Mission Southern.

They came to Firebrand to workshop and co-create a brand for their reading program including the naming logo, website and collateral. The objective was to appeal to children of South Dunedin, ages 3 to 7 years and their whānau, to inspire a love of reading.

The Solution

The Read Share Grow campaign was developed. This started off with a discovery workshop, followed by empathy research, partnership with the Methodist Mission and Ra design, and cultural consultation and design. Then a brand strategy, logo and design assets were developed. We engaged Thomas from Rā Designs to develop a cultural graphic representing the areas of Ōtepoti, specifically around the South Dunedin area. 

The logo represents the areas of Otepoti where the project is located, acknowledging the area, land, water and community that will interact there, and helps tell a story.

Read Share Grow continues to be rolled out as part of the Communities of Readers project in South Dunedin. Read Share Grow continues to engage the community to encourage a love of reading, supported by the website resources and brand collateral. It has been a pleasure supporting the working group with the Read Share Grow program, and to embrace Te Ao Māori in an inclusive and bicultural branding project.