Redesigning Aotearoa

27 Jul 2022

We hope that identity design for New Zealand organisations evolve past colonial crests to an expression that is uniquely Aotearoa.

We have made a commitment to create purposeful branding. We have had the privilege of creating brands for organisations and initiatives that are striving to create a more thriving Aotearoa. Our approach is to embed cultural principles and perspectives into our work to enrich the identity of all New Zealanders with the essence of Aotearoa and what is uniquely from the land. Great cultural design is about the layers of narrative that can be expressed to give meaning and context.


A tohu is a symbol, or brand. We craft tohu that represents the purpose and principles that guide the organisation to achieve impact. We strive to create tohu that are simple, clear statements of intent. Our process begins with defining a name that has a clear connection to a purpose. The name itself is like an entry point into a conversation with the brand.

He Korowai Oranga

Inspired by the hukahuka on korowai, He Korowai Oranga supports all Māori to achieve whānau ora, wai ora, and mauri ora. Nō reira, he korowai oranga mō ngā iwi katoa, ka tū hauora ai tātou katoa. See case study


Hira means to have a widespread impact for good and is a single trusted source of digital services that empowers all New Zealanders, by providing them with better access and control of their own health information.

Te Pae Reretahi

The horizon represents an aspirational future for Māori health and wellbeing. Te Pae Reretahi co-designs healthy futures with Māori, for Māori.

Te Aho O Te Kahu

The aho is the central thread of a woven kākahu, or cloak. Te Aho O Te Kahu is a central thread for change, binding together a strategy for better cancer prevention and care for all New Zealanders.

Tū Mai

As a tourism community, we stand with mana to share our manaaki to our manuhiri. Connected to both Ranginui and Papatūānuku we represent Tāmaki Makaurau with heart and soul. See case study

Te Urungi Innovating Aotearoa

Te Urungi Innovating Aotearoa expresses balance between nature and navigator, science and spirit to reveal a new vision for the future of art, culture and heritage in Aotearoa.
See case study

Hei Āhuru Mōwai

The huia feather is a symbol of rangatiratanga and mana. Inspired by this we created the branding to express the three strategic priorities of Hei Āhuru Mōwai: research, advocacy and expertise for equity in cancer prevention and care.


Kātoitoi, named after a small native bird that has a distinctive voice for the Aotearoa Design Archive.

Te Wawata: Aspiration

We hope that identity design for New Zealand organisations evolve past colonial crests to an expression that is uniquely Aotearoa. Our nations identity will be culturally richer when the indigenous culture of this land is meaningfully embedded how we define ourselves.

But this does not discredit the contribution of all the cultures that call Aotearoa home. We must remember that European culture is always present, in that we use English letter forms,

cultural expressions and design principles so fluidly and pervasively that they are often invisible. But they play an impactful role in how our design language is realised and expressed. It’s the blending cultural expression that is creating the most meaningful and lasting identity design.

To all our clients and collaborators who have helped us create this work e mihi kau ana mātou ki a koutou.