Whiti Ora Tairāwhiti reflects focus on sport, active recreation, play and wider wellbeing of communities

A109 Light Utility Helicopter flight with mayor Gisborne City from the air in November 2023.

Sport Gisborne Tairāwhiti yesterday officially launched its new name and brand, Whiti Ora Tairāwhiti - healthy, active, connected.

The new identity reflects the organisation’s focus on not only sport, but active recreation, play and the wider wellbeing of the communities in Te Tairāwhiti, Whiti Ora Tairāwhiti chief executive Stefan Pishief said.

“We love sport and it will always be a critical part of what we do.

“However, it is only one part of what we do. Our previous name of Sport Gisborne Tairāwhiti created confusion and could act as a barrier with people believing we were only focused on sport delivery.

“We’ve been on a significant journey of change in recent years and we wanted our name to reflect that, and to ensure the breadth of what we do as an organisation is better understood.”

The name Whiti Ora Tairāwhiti was born from engaging with a range of community members and from the board and staff examining the roots of who and what their organisation was about.

“When our board and staff got together to develop a new strategic plan it became more and more apparent that it was essential that we look at a change of name,”  Whiti Ora Tairāwhiti chair Steve Berezowski said “Not only to better relate our core functions but to also assist funders to having a better idea of what we did for our community.”

Whiti is to shine/bring light, and Ora is wellbeing/health. Together, and for Whiti Ora Tairāwhiti, they interpret the new name to mean “radiate the joy of living”.

To extend it even further, it’s to radiate the joy of living through sport, active recreation, health and play.

“We considered a range of naming options but we felt Whiti Ora Tairāwhiti best encapsulated what we are about as an organisation, as well as symbolising this amazing region we live in,” Mr Pishief said.

Whiti Ora Tairāwhiti worked with local designers Tai and Rina Kerekere to bring the logo to life.

“The rebrand of Whiti Ora Tairāwhiti offers an important reflection and approach around being healthy, being active, being connected,” they said.

“Branding, design, art, anything and everything creative that wraps around Whiti Ora Tairāwhiti should be fun and bring to the surface warmth and positivity — activating and illuminating notions of innovation, connection and exploration.”

This identity was developed with the help of staff, the Whiti Ora Tairāwhiti board, whānau and communities, stakeholders, and Tai and Rina Kerekere.