As part of our rebrand from Oakley to Whau Mental Health Research Foundation, we wanted to develop new hero imagery that not only reflected our mission, but also told the story of our origins and journey. We collaborated with talented artist and illustrator Sara Moana to create imagery that reflected our mission and journey. Sara’s personal experiences with mental health deeply influence her art, making this collaboration especially meaningful.
The final artwork beautifully captures the essence of our rebrand, symbolising both our transition and commitment to advancing mental health in Aotearoa. It highlights elements such as the Whau River (reflecting our origins), the Whau tree (a symbol of growth and shelter), and themes of community, generosity, and hope.
We asked Sara a few questions about her creative process and what this project meant to her:
Can you share the inspiration behind the image you created?
I was inspired to create an illustration that both resonates with Whau Foundation’s kaupapa and to also acknowledge the next chapter for the foundation.
How did the Foundation’s mission and values influence your artistic direction?
As I worked with the Foundation for this piece, it influenced the illustration by exploring their kaupapa towards mental health and their community. Their approach is to extend a helping hand to others, welcoming anyone who seeks support, and making it less intimidating to discuss mental health, which can often be a challenging topic. I found I resonate well with that kaupapa, so I enjoyed creating an illustration that links to making connections with others.
Were there any themes you wanted to highlight?
A theme that carries across the illustration is awareness, specifically for the viewer itself that will see the image when they visit the website. Creating a welcoming gesture for the viewer was a focus for the mahi.
What is your creative process?
When creating for projects like Whau Foundation, my process is seeing the mahi toi (artwork) as more of a collaboration. Working with Sophie (Head of Marketing and Fundraising), I gathered all of the elements that make Whau Foundation: reflecting on past, their goals today, and the future of the foundation inspired my process greatly.
How do you hope viewers will feel when they see this image?
Welcomed, and at peace.
What role do you think art plays in storytelling, especially in the context of mental health?
In my own art practice as an Illustrator, art is simply another way to communicate with the viewer. Another medium that can convey a message or a headspace. A message I wanted to convey with this particular illustration is to make your journey with mental health to be an encouraging experience, compared to the heaviness of taking about mental health.
What does this artwork mean to you personally?
I enjoyed the entire process of creating this mahi toi and creating an illustration that focuses on mental health while also having an uplifting perspective.
