Amotai Branding

Amotai

Amotai is the New Zealand Government's intermediary for supplier diversity working across Aotearoa to connect organisations to Māori and Pasifika-owned businesses. They rebranded from He Waka Eke Noa and needed a new visual identity.

Being proud Amotai members ourselves at Run, we knew the new Amotai branding needed to look slick and professional. It needed to appeal to and resonate with Māori and Pasifika businesses, as well as clients and buyers and to stay true to the identity and kaupapa of the organisation.

The name Amotai literally translates to ‘ocean swell’. So we designed the logo tohu with this in mind but to be interpreted in different ways - some see a sail and others the bow of a waka or vaka from above, sailing through the ocean.

When designing the logotype we based it on a very modern, sleek typeface and modified it to be totally unique, inspired by the ocean movement.

Channels

Brand Identity
Graphic Design
Print
Digital
Campaign
Social