New Name And Brand For HLC Life To The Max

After 42 years of providing education, social services, employment and workplace training across the region, Horowhenua Learning Centre (HLC) and Life to the Max (LTTM) have today launched their new name and brand; Te Puna Whai Mātauranga.

Following the merging of the two organisations in 2020, CEO Patrick Rennell says that the combined name has always been a bit of a mouthful.

“Our services came together really well and we can see the benefit for the people we work with, but we wanted a name that more accurately reflected the work that we do. We were honoured to be gifted this new name by Muaūpoko kaumātua, and to see it come to life through the new branding.”

He Kura Hokioi, CEO of Muaūpoko Tribal Authority, Di Rump, says that the koha [the new name] means ’a special place, the spring where knowledge, insight, learning and wisdom can be accessed and transformation is possible’.

“We also recognise that Te Puna Whai Mātauranga has campuses in Taitoko in Horowhenua, Wairarapa, Kapiti and, Palmerston North, so the name encompasses the organisations abundance, growth, and possibility.”

Alongside the new name, a new visual identity has been created by Māori designer Ana Montgomery-Neutze in collaboration with her sister, artist Sian Montgomery-Neutze.

Ana Montgomery-Neutze says that the logo expresses the organisation's core values - unity, transformation, and the sharing of knowledge.

“At its centre, it reflects the many groups who come together within Te Puna Whai Mātauranga, as well as the wide range of services the organisation provides. The overall form draws on the shape of a puna (spring), symbolising the mātauranga (knowledge) that flows from this space. While its design acknowledges the puna of the Horowhenua region, it also speaks to the idea of knowledge as a life-giving source; one that is relevant and meaningful across all the places and communities Te Puna Whai Mātauranga will serve.”

Rennell says that it was important for the organisation to reflect te ao Māori in its new branding.

“We work with a significant number of rangitahi Māori and it’s important that our students, clients and their whānau see themselves in our organisation. We’ve had really positive feedback from kaimahi and ākonga so far, and people are wanting to represent the organisation with pride.”

Rennell says that the rebrand was made possible by the input and collaboration from kaimahi, ākonga, the Board, iwi and their key community stakeholders.

"We’ve put a lot of time into doing this the right way. We wanted to understand what our organisation means to our people, and then apply that understanding through the branding process.

“While our name has changed, we’re working under the same kaupapa, with the same people. We’re still a proud not-for-profit charitable trust that’s here for the long haul.”

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