The task was to create a visual identity for the diverse group that makes up Mauri Tūhono. This fresh identity would shape their outward-facing platform, including framework documents and a new website, providing Mauri Tūhono with a platform to consult widely with the community.
Mauri Tūhono’s new identity needed to genuinly capture and reflect an indigenous perspective, weaving together a narrative that not only tells a compelling story but also resonates with the cultural abundance and diversity within Mauri Tūhono.
To ensure that our process actively consulted with the diverse groups within Mauri Tūhono, especially Mana Whenua, we developed a unique co-design approach. Anchored in mātauranga Māori and te ao Māori tikanga, including whanaungatanga, this approach ensured that every decision, from colour to photography, was thoughtfully considered and shaped with the active involvement of Mauri Tūhono.
Utilising a co-design approach, we developed an inclusive methodology for our work with Mauri Tūhono. We started the project with whanaungatanga to make connections and build relationships between Mauri Tūhono and Ocean Design. Over a morning at Zealandia ecosanctuary, the teams got to know one another through sharing pepeha, kōrero and kai. Whanaungatanga was vital to creating trust and it was the foundation on which the success of the project was built.
Throughout this project we had regular hui and kōrero with Mauri Tūhono. This enabled us to create a bespoke visual identity that Mauri Tūhono felt represented them authentically.
The seven strands of the Mauri Tūhono framework inspired our creative strategy for this mahi. We expressed this visually through the concept of weaving a korowai of lush native flora and fauna mō tātou, mā tātou (for everyone, everywhere).
The tohu (icon) we created for Mauri Tūhono tells the story of who they are through the symbolism of traditional raranga (weaving) elements: takarangi (double twist) and ngā whenu whakapuāwai (flourishing strands).
To help tell their story visually, we created a series of tuākana icons, based on each of the seven strands within the framework. Each of these icons is associated with a different colour and an illustration of te taiao.
We also created a pattern based on the connections of the seven strands of muka (flax) fibre to represent the seven parts of the framework. The overall effect is to convey a partial korowai to reflect that their mahi to restore te taiao is ongoing.
It was an honour to collaborate with Mauri Tūhono in supporting their crucial kaupapa to promote connections and restore biodiversity in Te Upoko o te Ika a Māui — the Wellington Region.
Mauri Tūhono’s visual identity has since brought their framework to life, serving as a communication tool used to engage the community. Their framework has been strengthened as a result and continues to tell their story.
