Explore Tāmaki Makaurau

22 May 2019

To inspire visitors to Tāmaki Makaurau to explore our beautiful region we worked with Auckland Tourism, Events and Economic Development and The Department of Conservation to highlight the hundreds of things to love about our home.







Strategy | Campaigns | Digital | Social |

Project Overview

Tāmaki Makaurau is the gateway to Aotearoa. Our brief was to create a set of resources that capture the diversity and beauty of the region and inspire visitors to explore beyond the central city. Further, to create something inspiring enough to frame and not throw away.

Tāmaki Makaurau is the original name for Auckland and means Tāmaki, desired by many. The name is a metaphor for the abundance from land and sea and the diverse people's that live there. This is captured by the whakataukī (proverb) Tāmaki herenga iwi, Tāmaki herenga waka. Our design intention was to create a modern, vibrant expression of Tāmaki Makaurau, while embedding this whakataukī at its heart.

Tāmaki Makaurau

The artwork is inspired by 24 hours in Tāmaki Makaurau. The illustration transitions from a fresh and revitalising morning, to a warm and vibrant afternoon and then the energy and creativity of the city night life. The artwork was made up of a series of triangular compositions that lock into each other to form a larger composition.

Each section of the art blends together the themes of art and culture, food and hospitality, festivals, events and the diversity of our natural environment.

The Role of Mana Whenua

An important element woven into this artwork is the representation of the 19 Iwi Māori that inhabit the Tāmaki Makaurau area. This is represented by three narratives embedded into the art. The waka (boat) represents Tāmaki Herenga Waka, which signifies Auckland as a gathering place for people, a place of connection and belonging.

The whare nui (meeting house) speaks to the continuous settlement of the region by Iwi Māori and their role as hosts that offer manaakitanga (generosity) to manuhiri (visitors).The pou (pillar) represents Iwi Māori's role as kaitiaki (stewards) for the natural resources of the region and as rangatira (leaders) shaping a future for Tāmaki Makaurau. These three illustrations embody the principles of rangatiratanga, kaitiakitanga and manaakitanga.

Resources That Inspire

We created a series of resources with a cohesive design aesthetic across the Auckland Visitor Guide and other visitor resources. In collaboration with the Department of Conservation, KIWA Digital and ATEED we designed an app to encourage people to explore Tāmaki Makaurau, discover native species and learn te reo Māori. We also provided a series of social media content for ATEED to share through social and digital channels. This work is continuing to role out across visitor resources and adds a new expression of Tāmaki Makaurau as a city and a place loved by many.

“We trust fly to deliver authentic content that showcases the narrative of Tāmaki Makaurau in a meaningful way. In this project, we wanted to acknowledge the role of mana whenua and provide visitors with an insight into Te Ao Māori. We believe this project showcases the uniqueness of our land, people and place in an inspiring and captivating way.”
- Jes Sweetman, Māori Product Development Manager, Auckland Tourism, Events & Economic Development


Client - Jes Sweetman, ATEED Māori Product Development
Client - Alisa Sarmountry, Department of Conservation
Client - Beth Leyland, ATEED Business Development Manager
Creative Director - Johnson McKay
Design Director - Tim Hansen
Design - Storm Smith
Design - Jason Fantonial
App Development - Kiwa Digital