KIA KOTAHI MAI: Welcoming in our new tohu!
Our new tohu grounded in connection, kaitiakitanga, and growing good together.
KIA KOTAHI MAI: Welcoming in our new tohu!
It shouldn’t be a surprise to anyone, but we are a Māori business, kia ora! Our mahi lets us serve kaupapa Māori, champion digital wellbeing in our communities, amplify important messages, and we work hard every day to make online spaces safer and more connected for people. Social Good was born in 2018, and our focus has evolved over time. More recently, our mahi and our tohu felt a bit misaligned.
So, we partnered with Mita Creative to help us find a tohu that better represents our mahi now.
Ko wai mātou? Let’s look more like us
When we set out to create something new, we weren't just looking for a new design. We wanted a tohu with whakapapa that felt genuinely aligned with who we are and the mahi we do. We wanted something modern and distinctly Māori, with a nod to our work in the digital world.
We partnered with MITA Creative, a talented pakihi Māori whose whakaaro Māori, ngākau, and design approach we love. Together, we explored forms that could hold both strength and softness, structure and flow. Hononga (connection), kaitiakitanga and purpose were kupu that guided us.
Two manaia, one connection
At the heart of our tohu are two manaia, these are guardians, protectors, and connectors.
The two manaia come together, connecting both heads and hearts. The two could represent our clients and us, communities connecting, kaupapa creating a connection with their hapori.
The manaia together represent kaitiakitanga or guardianship, and this is a concept that extends across our mahi. Through our mahi, we grow good kaupapa: people, planet and purpose. And, we play the role of digital kaitiaki, helping communities understand how to be safe, how to protect themselves, and how to thrive online.
And finally, you'll also notice the tohu forms an S and a G - for Social Good. The tohu can stand alone or sit alongside our name, carrying both meaning and identity wherever it appears.
Kia kotahi mai, growing good together:
The flowing lines speak to movement and momentum. This is the way our work overlaps, intersects, and grows over time. Nothing we do exists in isolation. Our relationships with clients, communities, and each other are woven into everything. We think this tohu captures that sense of shared direction.
Kia kotahi mai - come together as one. This is the name of our tohu, and it acts as karanga, to connect, inspire and grow.
Kia kotahi mai, let’s grow!