Shaping A Movement, Not Just A Brand
AWDT began with a question: What do wāhine in the primary industries need to thrive and what’s standing in their way?
It’s a kaupapa that has since evolved into one of Aotearoa’s most influential leadership development movements. Through a mix of industry-backed programmes, community connection and expert facilitation, AWDT supports thousands of women every year to build the confidence, skills and influence to lead change in boardrooms, farms, whānau, teams and communities.
While the impact of the work was growing, the brand and digital experience were not. The identity felt dated and institutional. The website was confusing to navigate and hard to maintain. Neither reflected the energy or ambition of the wāhine AWDT works with and neither served the organisation’s long-term goals.
Tracta was engaged to develop a new brand positioning and identity, followed by a full website rebuild. The goal was to create a more contemporary, connected and useful experience that reflected not only where AWDT had come from, but where it was headed.
Capturing the energy of change
From the beginning, we knew this wasn’t just a rebrand. It was an opportunity to reposition AWDT as a movement.
Our first step was to identify the qualities that define AWDT and the women they work with. This wasn’t about corporate leadership tropes, it was about creating a brand that felt human, determined and full of purpose. We landed on a tone of voice that balanced strength with support. An identity that put wāhine at the centre. A positioning that reframed leadership as something that can be grown, shared and lived every day.
Visually, the new identity is bold, clean and energetic. It uses strong colour and confident typography to speak to momentum and visibility, while photography plays an essential role in telling the story of real women, in real roles, making real change. The new tohu is grounded in the idea of connection. People, places, knowledge and energy all coming together. The overall effect is contemporary and professional, but distinctly un-corporate.
A digital experience that works harder
The next phase was to completely rebuild the AWDT website. Both in look and logic.
The existing site was not only visually outdated, it was functionally difficult to use. For users, there was no clear pathway to programme information, success stories or resources. For the internal team, content management was time-consuming and clunky.
We designed a new site experience that reflected the fresh brand and solved key functionality issues. A simpler navigation structure makes it easy for users to find and compare programmes. A clearer design hierarchy allows content to breathe and creates more impact on every page. New sections like ‘Our Impact’ and ‘Our Partners’ help articulate the wider story of AWDT’s reach and credibility.
On the backend, we streamlined content workflows to give the internal team better control and less hassle. The site is now fully responsive, easier to update and built to scale as the organisation grows.
Client
Capabilities
- Competitive Strategy
- Creative & Design
- Media & Channel Activation
- Digital & Platforms
