Te Ara Wāhine is a powerful initiative created to support wāhine in trade and construction who are ready to take the next step in business. Designed as a three-day event focused on courage, confidence and connection, it brings together women from all parts of the industry — from business owners and apprentices to those supporting their partners behind the scenes.
I worked on this project through the event company HPCE Aotearoa Ltd, creating the logo, brand identity and supporting collateral for the event.
Creating a brand with meaning
The branding needed to feel strong, supportive and inclusive — something that resonated across a wide range of women in the trade and construction space. It was important that the identity carried a sense of confidence and growth, while still feeling approachable and grounded.
The result is a brand that reflects connection, progress and community — something that can continue to grow alongside the event as it becomes an annual programme.
Collateral that supports the experience
Alongside the logo and brand identity, I designed supporting collateral for the event, including a custom notebook. This was created as a practical and meaningful piece for attendees to use throughout the three days — capturing ideas, notes and takeaways from the workshops and sessions.
It’s always rewarding to create something that people not only use during an event, but take away with them afterwards.
The inaugural event
The first Te Ara Wāhine event, held in October 2025 at the Millennium Hotel Rotorua, brought together an inspiring group of women from across the industry.
Over three days, the event included keynote speakers, hands-on workshops, and opportunities to connect and share experiences. From practical business insights to a memorable boat cruise and dinner on Lake Rotoiti, it was a well-rounded few days that balanced learning with connection and community.
