TSB Community Trust rebrands
The largest philanthropic trust in Taranaki, which has injected more than $100 million into the community, will be now known as the Toi Foundation.
The TSB Community Trust, which was formed in 1988 as the owner of the TSB Bank, is one of the most well-known organisations in Taranaki.
It distributes the profits of the bank within Taranaki and has made grants to thousands of organisations and individuals, as well as contributing to massive regional projects like the Len Lye Centre, the St Mary’s Cathedral strengthening and base hospital children’s ward.
Trust chief executive Maria Ramsay said the name change was right for the direction the organisation was going.
The word toi has two meanings – origin and source, and tip or summit.
The new name comes with a new strap line – a thriving, inclusive and equitable Taranaki.
Ramsay said the rebrand reflected the organisation’s commitment to contribute to the success and wellbeing of Taranaki and its people.
The rebrand was developed by the trust with Taranaki-based design agency Hall of Design, and Taranaki Ma¯ ori art and design specialist, Hemi Sundgren.
It references the woven stitches of tukutuku (Ma¯ ori latticework) panels and the triangles in the design partly reflect the region’s geographic landmarks – Taranaki Maunga, Pouakai and Kaitake.
In a press release, Ramsay said a lot of thought had gone into the name change.
‘‘This is a significant decision, and it is not one that has been made lightly, but it is the right decision in the context of where we are going and who we will be in the future,’’ she said.
‘‘We’re proud to have created a truly meaningful brand that will connect and carry our organisation forward.’’
She said the community sector was changing, so the 33-year-old trust had to as well.
‘‘Many organisations like ours are transitioning from ‘simply working in the community’, to focusing on strategic opportunities which will unlock significant, long-term and positive benefits.’’
Ramsay said they worked closely with its stakeholders and subsidiaries, TSB and Fisher Funds, which were both supportive of the change.
‘‘We’re pleased this rebrand will make it even clearer to the people of Taranaki just how much our owner does for the good of our local community,’’ TSB chief executive Donna Cooper said in a press release.