yia! Brand story

The yia! brand story was brought to life by yia! programme co-founders and partners, Woods Creative.

Founded by Rueben Woods (pictured right) in 2004, Woods Creative have been supporting the success of yia! since its creation, 15 years ago.

Read the story behind the striking yellow and bold back of the yia! logo and brand below.

We (Woods Creative) co-founded the Young Innovator Awards programme 15 years ago, with the aim of fostering a culture of innovation amongst secondary students in our region. Like most children, the Young Innovator Awards has grown up in the blink of an eye. For the first time since its inception, in 2021, we gave yia! a proper brand refresh to better reflect the changing world students live in today.

Innovation begins with i

The letter ‘i’ from the logo inspired a new brand story and graphic device based on the insight that “innovation begins with i.”

Our logo focuses on the people behind the ideas - where their ideas come from, what is their personal journey and how this has inspired their idea. This gives agency to the students and reminds them that meaningful innovation comes from a place of personal experience. Everyone has something unique to offer the world.

Everyone has something to offer

Our rebrand is all about giving agency to the students – reminding them that meaningful innovation comes from a place of personal experience and that everyone has something unique to offer the world.

Partnering with influencers

The Young Innovator Awards has attracted some world-class judges and guest speakers from home and abroad, which reinforces just how important initiatives like this are – not just for our region, but for all those who believe in the power of innovative thinking.

Ideas win prizes

The best entries, as judged by top innovators in NZ and abroad, win internships at leading innovative businesses in the Bay of Plenty plus cash prizes.

A unique trophy

The yia! trophy was crafted by Barron Surfboards – a Kiwi company at the peak of material innovation. Its wooden base is coated with their patented Woolflex material (a sustainable alternative to fibreglass) then sealed with an environmentally friendly resin for the ultimate wow factor.