Welcoming our manuhiri through the gateway to Aotearoa.

Tū Mai is a partnership between Auckland Unlimited, the tourism sector and the communities of Tāmaki Makaurau with the purpose of creating the best visitor experience in the world, ensuring we all thrive within a sustainable visitor economy. Tū Mai provides a series of workshops and accreditation for the tourism sector to develop their cultural, historical and hosting expertise.
Designed to inspire and mentor the tourism community to share true manaakitanga (hospitality) with our manuhiri (guests), Tū Mai prepares people to represent our home with heart, soul and mana.

We designed the brand identity around the narrative of the haka stance. It includes a person with feet firmly planted on the whenua and hands stretched out to welcome our guests. To launch Tū Mai we created a suite of collateral to promote the values and ethos of the brand and provide graduates of the Tū Mai program with a badge of belonging and connection. The values of the brand form a clear set of convictions which the tourism industry can embrace and unite around. Tū Mai invites people to stand for these convictions in how they represent Tāmaki Makaurau.

The values of the brand form a clear set of convictions which the tourism industry can embrace and unite around. Tū Mai invites people to stand for these convictions in how they represent Tāmaki Makaurau.

We created a full suite of resources to help launch Tū Mai and engage the tourism sector. From digital and social content, brand story video and resources to invite participation and engagement. Every element was designed to inspire people in the Auckland brand - a city of innovation, or culture and arts, or people and amazing places.

We were pleased to win Gold for brand identity at the Designers Institute Best Awards. An indication that we are maturing as a country in celebrating our own stories and culture, influenced by te ao Māori.