Services
Client
Kindergartens Aotearoa
Services
Advocacy and communications strategy
Social media
Storytelling and brand
Website design and development
Kindergartens Aotearoa, a collective of six regional kindergarten associations, operates 260 early childhood education (ECE) services nationwide, supporting 12,000 children and whānau with 100% qualified teachers. Their mission is to grow the kindergarten movement in Aotearoa and advocate for enduring community-based, not-for-profit ECE services. As a newly formed collective, they approached For Purpose to help articulate a unified vision, Theory of Change (ToC), collective voice, and visual identity. Together, we developed a communications strategy, brand, and website while establishing their social media presence.


We facilitated an in-person Theory of Change workshop, to make sure we developed a communications, advocacy and brand strategy that was aligned with Kindergarten Aotearoa’s values and their impact goals. Throughout the creative process, Kindergartens Aotearoa staff worked closely with our designers in a series of online collaborative workshops, providing input and feedback at key stages for the process.
Communications Strategy
We worked with Kindergartens Aotearoa to clarify their vision, values, mission, and Theory of Change. The final deliverable was an editable communications and brand guide designed to support their advocacy. This guide outlined key advocacy opportunities, challenges, target audiences, and actionable steps to embody their values in their communities.
Through our collaborative process we developed values-based content pillars that helped us shape a social media strategy that will support Kindergartens Aotearoa’s advocacy, leadership and community engagement. For Purpose provides ongoing social media management to ensure clear, consistent and effective digital presence.
Brand and Website Development
The brand we developed is bold, playful, and reflects a bicultural approach grounded in te Tiriti o Waitangi. The visual identity showcases the strength of the collective incorporating patterns and imagery that reflect the partnership of te ao Māori and te ao Pākehā.
The website is a simple platform that highlights Kindergartens Aotearoa’s collective identity, their values and their work. Designed with accessibility and engagement in mind, it features clean user flows, visually driven content, and minimal text. The site serves as a hub to share press releases, advocate for ECE and the kindergarten movement, and invite involvement from the community.
The new website, identity and social media presence has provided Kindergartens Aotearoa with a bold, distinctive platform for advocacy, leadership and partnership that reflects their collective values and supports their vision for a strong and enduring future for kindergartens and communities in Aotearoa.
The toolkit enabled Kaitiaki Kindergarten members to manage their communications confidently, ensuring consistency and adaptability. This resulted in increased brand awareness, a stronger advocacy platform, and a cohesive, value-driven approach that enhanced their role as a leading voice in Aotearoa’s early childhood education sector.