Te Pito Whakatupu

Waikato Tainui

Waikato-Tainui needed a brand identity for a rangatahi initiative they created to support innovation on all of the marae in the Tainui rohe, a dream job for RUN especially as one of the creative directors Raymond is Ngaati Maahuta and a direct descendant of Pootatau Te Wherowhero through his great, great grandmother, Pootatau’s daughter. This project being something of a coming home and giving back, in terms of creating an important tohu for his people.

The tohu design was articulated by drawing from the tongi - Kia tupu, kia hua, kia puaawai. To grow, to prosper, to sustain. — Princess Te Puea Heerangi and the takarangi on Tuurangawaewae marae. We created a simplified and very versatile tohu, that also allowed us to extend into a pattern and extra brand elements.

Channels

Brand Identity, Cultural Storytelling, Print, Poster, Events