In order to balance the rights of New Zealanders to return home, and the requirement to keep the community safe from exposure to COVID-19, the government established a Managed Isolation and Quarantine function as part of the country's larger pandemic strategy. Creating a coherent and straightforward user experience was essential in ensuring compliance from returnees as well as public support for the programme. The need to develop a brand within a matter of days, while aligning with the government's existing COVID-19 messaging, was paramount.

The visual language draws on New Zealand's highly successful 'Unite Against COVID-19' campaign, creating a pattern recognition for Kiwis returning home and those successfully completing their 14 day stay in a managed isolation facility. The concept of a 'bubble' was repeated in the government's messaging during the initial COVID-19 outbreak, and this term became synonymous with people isolating for health reasons. The use of the bubble concept supports the MIQ brand.

The result is a brand which is clear and easily understood - instilling caution but not fear, optimism but not exuberance. The brand demonstrates that staying in a Managed Isolation and Quarantine facility comes with special rules and responsibility, and that each returnee has a role to play in keeping us all safe.