Background
Kaupapa Māori social enterprise IndigiShare Charitable Trust engaged Mint and Honey to execute a full-scale rebrand of both the Trust and its two sub-brands, Te Waharoa and Te Whare Manaaki. The rebrand aimed to establish a cohesive modern visual identity across IndigiShare’s house of brands, improve digital infrastructure, and refine key messaging to align with IndigiShare’s purpose and vision.
Through a comprehensive approach that combined systems development, project management, website creation, graphic design, and a comprehensive marketing and communication strategy, Mint and Honey ensured the rebrand effectively communicated IndigiShare’s objectives while laying the foundation for sustainable growth. This project not only revitalised IndigiShare’s brand presence but also enabled it to better connect with its stakeholders and authentically resonate with their brand community.
what we delivered
bringing the vision to life
Systems and Infrastructure
To support IndigiShare’s rebrand, Mint and Honey prioritised establishing robust systems and infrastructure. This initial step was critical to streamlining operations, enhancing internal efficiency, and ensuring the organisation was equipped to manage growth effectively. As part of this process, we transitioned IndigiShare to charity plans across multiple platforms, reducing operational costs while improving access to premium tools and services.
Microsoft Office 365 Business Premium
To establish a reliable organisational-wide operational system, we transitioned IndigiShare to Microsoft Office 365 Office Premium, implementing an enterprise-level platform that improved operational efficiency and scalability.
The process included migrating the organisation’s custom domains and setting up individual and shared inboxes to streamline email communication. Emails from the previous email platform were successfully migrated, and redirection services were established to ensure uninterrupted communication for IndigiShare staff.
As part of the setup, we implemented key Office 365 apps for all IndigiShare staff, including Word, Excel, PowerPoint, Outlook, Teams, OneDrive, SharePoint, and Exchange. These tools provided staff with a comprehensive digital workspace, enabling seamless document creation, data analysis, presentation design, email communication, and real-time collaboration. Teams was introduced as a centralised platform for internal communication, facilitating virtual meetings, messaging, and project collaboration, while OneDrive and SharePoint provided secure, cloud-based storage and document sharing. Exchange ensured efficient email management for Mint and Honey to administer the account, improving both internal and external communication processes.
Additionally, SharePoint was configured as the organisation’s primary filing system, creating a structured and easily accessible document repository. This setup improved file organisation and enabled staff to collaborate efficiently on shared projects, regardless of location. It streamlined day-to-day operations and also positioned IndigiShare for future growth by providing scalable and integrated digital infrastructure.
Website Design
Serving as the digital centrepiece of IndigiShare’s rebrand, a completely new website was built from the ground up, designed to provide a user-friendly experience while showcasing the organisation’s programmes, products, and services.
Functionalities included lead generation tools such as digital interest registers and pānui sign-up forms, a filterable business support directory, and a contact form to facilitate seamless communication. Social media feeds and news media mentions were embedded to keep the site dynamic and relevant. The site was fully optimised for mobile responsiveness and SEO, ensuring accessibility across devices and improved visibility in search engines.
Graphic design
Mint and Honey project managed the supplier process for the development of two distinct logos: one representing IndigiShare and another for its koha lending platform concept, Te Whare Manaaki. Collaborating closely with Taputapu Designs, we ensured that both logos embodied the essence of IndigiShare, it’s whakapapa, and purpose, while appealing to the organisation’s diverse audience. Additionally, we reviewed design documentation from Five and Dime for another of IndigiShare’s products, Te Waharoa, ensuring visual consistency and cohesion across all brand assets. By coordinating these efforts, we helped establish a unified brand identity for all three brands.
Utilising brand guidelines developed by the logo designers, Mint and Honey created a versatile suite of branded assets for all three brands of IndigiShare to ensure consistency across all touch points. These assets included social media templates, tiles, banners, eDM templates, PowerPoint templates, letterheads, email signatures, and social media profile images. Establishing a professional and cohesive visual identity strengthened IndigiShare’s brand recognition and built trust with IndigiShare’s brand community across all interactions.
PR campaign
To amplify the impact of IndigiShare’s rebrand and maximise brand awareness, Mint and Honey led a comprehensive PR campaign. Each component was designed to communicate the new brand narrative effectively, reach diverse audiences, and strengthen IndigiShare’s digital presence.
Brand story
Using the key messaging developed by Five and Dime as a foundation, Mint and Honey drafted a cohesive and consistent narrative for all three IndigiShare brands. This new narrative was applied across all touchpoints, including the website, social media, and launch communications, ensuring that IndigiShare’s story was clearly communicated and resonated with both existing stakeholders and new audiences.
The narrative emphasised IndigiShare’s values as a by Māori for Māori kaupapa and reinforced the organisation’s unique mission to establish a circular flow of resources that fosters sustained self-reliance for generations to come.
Under the IndigiShare brand, two sub-brands, Te Waharoa and Te Whare Manaaki, illustrate how these values are operationalised. Te Waharoa, a digital reciprocal payment gateway concept, mirrors the welcoming gateway of a marae, inviting all to contribute and ensuring pūtea is redistributed to those in need. Similarly, Te Whare Manaaki, a koha-based lending platform for pakihi Māori, embodies the wharenui’s essence of whanaungatanga, fostering belonging and mutual support by connecting businesses with resources to thrive.
Press and media
The rebrand was introduced with two strategic press releases. The first focused on the rebrand itself, celebrating IndigiShare’s fresh identity and vision. The second spotlighted the impact of IndigiShare’s work through a pilot loan provided to FE Roofing, sharing a compelling story about the positive impact enabled by the IndigiShare kaupapa. These press releases were distributed to targeted media outlets to build awareness as an emerging brand and to start positioning the organisation as a leader as a kaupapa-Māori social enterprise within the finance sector.
Social media
As part of the rebrand rollout, IndigiShare’s social media platforms were updated to reflect the rebrand, including refreshed profile imagery, banners, and bio descriptions. Links to the new website were added, and handle consistency was established across all platforms. Story highlights were established and organised to align with the updated brand, ensuring a cohesive presence. A series of posts and stories were shared across all channels to announce the rebrand and launch of the new website, and to reach a broader audience, a paid reach campaign was launched, targeting non-followers to expand IndigiShare’s social media presence.
Pānui (eDM)
Using the newly designed branded pānui templates, an email was sent to all existing IndigiShare stakeholders announcing the rebrand and introducing the new website. This pānui reinforced the organisation’s fresh identity and invited stakeholders to explore the new platform. Lead generation forms on the website continued to add new subscribers to the database daily, growing IndigiShare’s reach and ensuring future communications would engage a wider audience.
SEM: Paid Search (PPC)
To drive targeted traffic to IndigiShare’s new website, Mint and Honey established Google Ads campaigns utilising the Google Ad Grants funding. Evergreen campaigns were created to maintain consistent visibility for IndigiShare’s core brand, while additional campaigns were developed to promote specific products and services. These campaigns ensured that IndigiShare’s offerings reached relevant audiences, supporting the organisation’s objectives of expanding awareness and engagement.
SEM: Google Business and SEO
A Google Business account was established to enhance IndigiShare’s local search presence, improve accessibility, and provide accurate contact and service information. Additionally, the website was optimised following best practices for search engine visibility, including keyword optimisation, metadata enhancements, and improved site performance. These efforts aimed to build IndigiShare’s credibility and establish higher search engine rankings over time, driving organic traffic and strengthening the brand’s online presence.
the results
evaluating the impact of our mahi
Bringing it all together
The rebrand of IndigiShare successfully established a cohesive and professional identity that reflected the organisation’s mission and vision. The new website became a central resource, providing a dynamic platform for programmes, products, and services, with added functionality such as lead generation tools, a business support directory, and dynamic content integrations significantly enhancing engagement.
Operationally, transitioning to Microsoft Office 365 and integrating charity plans across platforms reduced costs and enhanced internal efficiency, collaboration, and scalability. The implementation of tools like SharePoint, Teams, and Exchange streamlined communication, collaboration, and file management, enabling IndigiShare’s team to work more effectively and focus on their core mission.
The PR campaign amplified awareness of the rebrand, with two press releases securing coverage that celebrated IndigiShare’s vision and showcased the tangible impact of its kaupapa. Social media updates, paid campaigns, and refreshed content ensured the rebrand resonated with both existing and new audiences, resulting in expanded reach and engagement across platforms.
The launch communications reconnected with stakeholders while attracting new subscribers through lead generation forms. Meanwhile, Google Ads campaigns and SEO optimisation boosted IndigiShare’s visibility, driving targeted traffic and strengthening the organisation’s digital presence.
By seamlessly integrating visual, operational, and strategic elements, the rebrand successfully elevated IndigiShare’s profile as a leader in kaupapa Māori social enterprise and is well-positioned for future impact.
6000+ Google Ad impressions
5 social channels optimised
5 mentions in the media
5000+ clicks to webte
256% growth in stakeholder database
client feedback
Hear what our clients say about working with us
Victoria delivers on all projects above expectations, and does so in a timely and efficient manner. She is cognisant of budgets and timeframes, but also goes to great lengths to understand your needs, and in our case our communities needs. I highly recommend her consultancy and services, you won’t be disappointed. Aku mihi nui e Victoria, he reiputa koe i roto i te ao papāho.
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