A New Way to Wellbeing at The Loft

22nd of March, 2016

Construction is well under way.

If you’ve received our newsletters before, you’ll know that for several years we’ve been talking about the new co-location innovation we are creating with a group of other social services in Eastgate Shopping Centre in Linwood. Now we have a new brand identity to represent not only the space, but the experience it represents.

‘The Loft’ will be home to a wide range of social and health services in what will effectively be a child, family and community health and wellbeing centre on Eastgate’s first floor. The new brand not only names that space as a welcoming, accessible place, but also represents the client journey of moving forward and the concept of rising up. Other brand elements such as the Maori name equivalent - ki te tihi (‘to the summit’) - and the whakatauki created for the brand also reference that journey, whilst embracing and reflecting Christchurch’s diverse and multi-cultural community.

Strategy Design and Advertising were tasked with creating the new identity, one that could represent the diversity of the services coming together, and also encapsulate the essence of clients’ journeys and the accessibility of support to all who need it.

“We wanted to be involved in this project as it is unique and has so much potential to make a positive impact,” says Geoff Cranko, Group Managing Partner of Strategy. “The opportunity to work on an identity for this innovation was something we really wanted to do.”

That innovation is all about promoting collaboration that creates better outcomes for service users. It is a unique proposition in national terms because it creates a significant platform for more integrated delivery of services. One side of the new centre will be dedicated to social services, and the other will deliver an integrated family health centre that supports mental, emotional, social and physical health.

Construction in the space began in early January and the projected opening of The Loft is July 2016.

Thanks to the Lottery Grants Board, Community Facilities Fund; Wayne Francis Charitable Trust; The Mayor’s Earthquake Relief Fund; NZ Red Cross; Ministry of Social Development; Working Together More Fund; and the Rata Foundation’s Capital Projects Fund for their funding support.

To find out more about The Loft, contact ipvision@avivafamilies.org.nz.

"Poipoia, tautokotia kia ekea te tihi o Oranga" - Through nuture and support you will reach the summit of wellbeing.